Absolut releases freezer pack

16 November, 2011

Absolut Vodka has launched a gift pack designed to go in the freezer.

The pack contains 5cl bottles of Absolut Raspberri, Citron, Vanilla, Pears and Original, and changes colour when the vodka reaches the right serving temperature.

It is available in supermarkets, rrp £10, and includes simple recipes to help consumers make cocktails at home.

Pernod Ricard UK marketing manager Adam Boita said: “Everything Absolut brings to market is based on solid consumer insight and offers a creative solution to drive category growth. The new freezer gift pack promotes innovation within the off-trade vodka category and the 5cl bottle size is the ideal pack format to encourage consumers to trial new serve suggestions.”

Pernod Ricard has recently announced its biggest ever UK marketing investment in Absolut, as part of a global ad, social media and experiential campaign called Absolut Blank.




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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