Summer comes to Sainsbury's

25 July, 2008

Absolut vodka has launched the first bottle-clad gift pack exclusively for the UK market through Sainsbury's.

The Absolut Summer pack features a bottle of Absolut in a clear plastic skin covered in pictures of butterflies.

The pack is retailing in the multiple for 14.99, the recommended price for ordinary bottles.

The Pernod Ricard-owned vodka brand has also introduced bottles of Absolut Raspberri and Absolut Pears inside an outer shell that can be removed and used as a cocktail shaker.

Asda is listing both and Morrisons just the Raspberri, again with a 14.99 shelf price.

Linda Phillips, brand manager at distributor Maxxium UK, said: "Absolut has long been associated with the thriving cocktail culture

in the UK.

We now want to encourage consumers to create their own cocktails in the comfort of their own homes."




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Reasons to be cheerful

I would like to think my outlook on things is generally optimistic. Perhaps that’s a natural consequence of working with something designed to give pleasure. But recently it has become increasingly difficult to ignore a creeping sense of negativity pervading the British wine trade.

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