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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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.

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