EU Court rules non-alcoholic drinks cannot be marketed as ‘Gin’

In a significant ruling, the Court of Justice of the European Union (CJEU) has held that non-alcoholic products cannot be sold using the term gin, even when clearly labelled as virgin or alcohol-free.

The judgment stems from a case involving PB Vi Goods, a company marketing a drink under the name Virgin Gin Alkoholfrei. A German fair-competition association challenged the product name, arguing that it misleads consumers and violates EU regulations that reserve certain terms for specific spirit categories. A German court referred the issue to the CJEU for interpretation.

EU law defines gin as a spirit drink made from ethyl alcohol and flavoured predominantly with juniper berries, with a minimum alcoholic strength of 37.5 percent ABV. Because alcohol-free alternatives do not meet these criteria, the court ruled that they cannot legally be described as gin. The judges emphasized that adding descriptors such as “non-alcoholic,” “virgin,” or “alcohol-free” does not alter the prohibition.

The court said the regulation is designed to protect consumer clarity, prevent deceptive marketing practices, support fair competition, and safeguard the reputation of EU spirit categories in global markets.

The decision is expected to present challenges for producers of zero-proof beverages, a category that has grown rapidly in response to rising health consciousness and demand for low- and no-alcohol options. Manufacturers may now need to rebrand products currently positioned as non-alcoholic versions of traditional spirits.