Europe has just made a bold move in the world of beverages. The EU Court of Justice has ruled that drinks without alcohol cannot be labeled as gin, even if the label clearly says “non-alcoholic.” This decision is more than a regulatory technicality—it sends a clear message about the strict protection of traditional product names. For marketers, both in Europe and the U.S., this ruling signals a need to rethink branding and labeling strategies for alcohol-free drinks.

Why Non-Alcoholic Drinks Can No Longer Be Called Gin

The EU Court of Justice ruling is based on specific legal standards that define what can be labeled as gin. According to EU law, only products that meet all of the following conditions are allowed to carry the gin name:

• Made with ethyl alcohol

• Flavored with juniper berries

• Containing at least 37.5% ABV

Anything outside these criteria, no matter how botanically inspired or carefully crafted, is considered misleading if it is marketed as gin. This includes beverages commonly referred to as “zero-proof” or “alcohol-free gin.” The court emphasized that labeling a product “non-alcoholic gin” does not exempt it from these rules. This decision effectively places non-alcoholic beverages in a separate category, leaving them without the ability to borrow the names of their alcoholic counterparts.

The Case That Triggered the EU Ruling

The ruling came after a German consumer protection group challenged PB Vi Goods, a company selling a product called “Virgin Gin Alkoholfrei.” The company argued that the label made it clear the drink was alcohol-free, and a German court even questioned whether EU regulations restricted business freedom. However, the EU Court in Luxembourg disagreed, stating that the rules around product names leave no room for exceptions.

This case highlights the tension between marketing creativity and regulatory compliance. For brands, the takeaway is clear: what may seem like an honest or clever label can still be considered misleading under EU law. Companies that rely on familiar alcohol names for marketing their non-alcoholic products risk legal challenges, fines, or forced rebranding.

Why U.S. Marketers Should Pay Attention

Although this ruling is European, it carries important lessons for U.S. marketers. The non-alcoholic beverage sector is booming in America, with zero-proof cocktails and alcohol-free spirits becoming increasingly popular. However, U.S. regulators are monitoring marketing practices closely, and Europe’s hardline stance could influence future American labeling standards.

Brands should take the following into account:

• Using traditional alcohol names like gin, whiskey, or tequila for non-alcoholic drinks could become legally risky.

• Clear and creative naming is more important than ever to differentiate alcohol-free products while staying compliant.

• Developing entirely new product categories or terminology may protect companies from future regulatory issues.

Europe’s Broader Approach to Product Naming

This ruling is consistent with the EU’s long-standing approach to protecting traditional product names. The EU has a track record of strict enforcement that goes far beyond alcoholic beverages:

• KitKat was denied a trademark for its four-finger chocolate bar shape.

• Only animal-derived products can legally be called milk, butter, or yogurt, leaving plant-based alternatives with restricted naming options.

• Plant-based burgers and sausages have faced similar challenges in multiple European countries.

The principle behind these rules is clear: traditional names belong exclusively to traditional products. Innovation is encouraged, but borrowing established vocabulary is not permitted. For marketers, this means that branding strategies need to be inventive rather than imitative, especially in highly regulated markets like the EU.

The Marketing Challenge: Inventing New Language

For brands in the alcohol-free sector, the EU ruling underscores the importance of creating unique language around products. Leaning on legacy alcohol names might feel like a shortcut, but it is legally risky. Successful marketing in this space requires a focus on creativity, differentiation, and clarity.

Brands can consider these approaches:

• Highlight flavor profiles, such as “herbal” or “citrus-infused” blends.

• Emphasize lifestyle and experience rather than alcohol content.

• Create entirely new product names or categories that reflect the essence of the beverage.

By inventing new terminology, companies can maintain brand identity, appeal to consumers, and stay legally compliant.

Key Takeaways for Brands

Europe’s strict stance on traditional product names sends a clear warning to marketers worldwide. If a beverage does not contain alcohol, it cannot carry the gin name. This ruling highlights several key points for brands navigating the alcohol-free market:

• Legacy alcohol names cannot be repurposed for non-alcoholic products.

• Regulatory compliance must be a priority when naming and marketing new beverages.

• Creative naming strategies can differentiate products while avoiding legal issues.

As the global market for zero-proof beverages continues to grow, brands must balance innovation with compliance. The EU ruling makes one thing clear: if it doesn’t contain alcohol, it doesn’t get the gin name, and marketers need to adapt accordingly.