Diageo has entered the mid-strength category with 20% ABV versions of Gordon's gin, Smirnoff vodka and Captain Morgan rum in teal 700ml bottles at RRP £15. The trio launched mid-September 2026 as a UK trial across 250 Tesco stores, targeting moderation-minded 'zebra striping' drinkers.

Diageo is putting its three biggest mainstream brands behind 20% ABV serves, giving UK retailers a branded answer to moderation demand — a portfolio move that could reset ABV expectations across mainstream spirits.

Tagged Consumer Trend for Diageo's portfolio-wide bet on moderation — 20% ABV versions of Gordon's, Smirnoff and Captain Morgan aimed squarely at 'zebra striping' drinkers.