Martin Miller’s enters the no-alcohol market with Zerø, its first 0.0% product.

Martin Miller’s said Friday that it is entering the no-alcohol segment with the launch of Martin Miller’s Zerø, the brand’s first 0.0% alcohol product, a move that expands its portfolio beyond traditional spirits and targets consumers looking for alcohol-free options without leaving behind familiar gin-like flavors.

The company presented the new product as an extension of the brand’s identity rather than a separate line. According to Martin Miller’s, Zerø was developed using the brand’s signature botanicals and blended with Icelandic water, an ingredient long tied to the company’s image and production story. The result, the company said, is a drink with a fresh and balanced profile, marked by citrus notes, juniper character and a soft finish, but without alcohol.

The launch places Martin Miller’s in a fast-growing area of the beverage business, where established spirits makers are adding alcohol-free products to meet changing consumer habits. In its announcement, the company said the new release is meant to answer “new forms of consumption” and a broader demand for more choice in social settings, including occasions when consumers want the ritual and flavor of a mixed drink but do not want alcohol.

Martin Miller’s framed the product as suitable for a wide range of moments, from weekend meals and informal gatherings with friends to weekday toasts and other social occasions where alcohol-free alternatives are increasingly accepted. The company’s message centered on keeping the elements that define the brand, including flavor, quality and what it described as a premium drinking experience, while removing the alcohol.

The company said Zerø follows the same development philosophy used in its alcoholic products, with attention to balance, ingredient quality and detail. It also stressed continuity with the brand’s established taste profile, which has helped Martin Miller’s build its reputation in the gin category. By emphasizing familiar botanicals and the use of Icelandic water, the company appears to be trying to reassure current customers that the new product remains close to the core Martin Miller’s identity.

The introduction of Zerø also reflects a wider shift across the drinks industry, where producers of beer, wine and spirits are launching low- and no-alcohol products to broaden their customer base. Companies in the segment have increasingly marketed those products as additions to drinking occasions, not only as substitutes for consumers who avoid alcohol altogether. Martin Miller’s used similar language in its announcement, saying the new product is designed to create more occasions to share and toast.

While the company described Zerø as an “innovative creation,” it did not provide further details in the announcement about pricing, distribution, launch markets or whether the product will be rolled out first in Spain or across additional countries. It also did not specify serving suggestions, although the tone of the launch positions the drink for use in mixed serves and other cocktail-style occasions.

Martin Miller’s has built much of its brand image around premium positioning and a distinctive production narrative. That has included a focus on botanicals and the use of Icelandic water as a point of differentiation. Zerø keeps those same references in place, suggesting the company wants the new product to sit naturally alongside its existing range rather than appeal only to a separate no-alcohol audience.

The brand’s announcement made clear that the decision is tied to consumer choice. Martin Miller’s said the goal is to offer more ways to enjoy the brand, including for people who want the flavor and social ritual of a sophisticated drink with 0.0% alcohol. In that sense, the launch is both a product extension and a strategic response to changes in how, when and why people drink.

For Martin Miller’s, the release of Zerø marks a notable change in category reach. The company, known for gin, is now moving into a space where brand recognition and taste credibility are likely to matter as much as novelty. Whether the product gains traction will depend in part on how consumers respond to its promise of preserving the brand’s character while removing alcohol entirely.

What is clear from the launch is that Martin Miller’s sees the no-alcohol market as important enough to warrant a direct entry under its main name. With Zerø, the company is not creating a side project with a different identity. It is placing its core brand behind a 0.0% offer and signaling that alcohol-free products are becoming a more permanent part of the premium drinks business.