Absolut launches Mango variety

27 July, 2011

Absolut has launched a Mango flavour, which will make its debut in supermarkets next month before a full off-trade roll-out in September.

The launch will be backed with a retailer media campaign promoting the Absolut Mango Twist cocktail with apple juice and lime.

The product has a recommended price of £17.29 and Pernod Ricard hopes sales will be boosted by the current Absolut Blank marketing drive, the brand’s biggest-ever marketing push in the UK.

Marketing manager Adam Boita said: “Current UK flavoured vodka growth is very dynamic in the off-trade channe and we are confident in the value-driving potential and broad appeal of Absolut Mango.  

“Not only is mango is a commercially underexplored flavour, it is widely accepted while still being perceived as exciting, exotic and different.”




Bookmark this


Site Search

COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter