Hello and welcome to the programme. Do you like a drink but don't want a drink?

Now this is a fascinating consumer phenomenon because if you don't want alcohol,

there have always been plenty of soft drinks available, colas, fruit juices, smoothies or even water.

But there is clearly a growing demand for drinks that are not just soft, but which look alcoholic.

So today we want to find out more about this sector,

and I have three guests to chat through what is happening in the market.

My first guest, Christina Diazhandino.

Now, Christina is chief marketing officer of Diageo, huge company,

owned Guinness, Smyrnoff, Gordons, and now own seed lip.

And Diageo have products in, well, 180 countries across the world.

Christina, talk us through the zero alcohol products that you're currently selling.

We participate in this growing segment through mostly four different brands right now.

One is Sidlip, which we acquired in 2019.

And we recently launched Tankray Zero Zero, Gordon Zero, and of course Guinness Zero.

These are all competing against each other, are they?

Well, Sidlib is different in that it does not try to replicate the flavor of a gene,

whilst Tancred and Gordons both do.

The intent is really to expand this category right now,

and we see people both wanting to explore new flavors,

but having them be very adult and sophisticated,

and that to me is the biggest difference of these products.

The product that you enjoy is actually giving you a feeling and experience that is very

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