Pernod Ricard launches Absolut Cherrys

30 September, 2014

Pernod Ricard has added a cherry variant to premium vodka brand Absolut in a bid to build on 28% sales growth (Nielsen, May 24, 2014).

Flavoured variants have been driving most of the growth in the UK’s vodka category in recent years and Absolut already comes in a multitude of flavours, such as vanilla, mandarin and raspberry.

The new Absolut Cherrys – the variants often take on Scandinavian spellings, like Raspberri and Kurant – launches on October 9 across all channels.

The launch will be supported in-store via POS material, including a neck collar that will provide shoppers with recipe inspiration and information about the brand new cherry flavour.

Pernod Ricard marketing controller Adam Boita said: "Cherry is such a popular flavour that's ideal for mixing and shows how we are continuing to innovate within the flavoured vodka segment. We're driven by a passion to transform – to find new and exciting combinations that inspire consumers and bartenders alike to create great tasting cocktails.

“This, combined with the success of our existing flavour variants, means we are confident that the addition of Absolut Cherrys will contribute to overall category growth for flavoured vodka and drive incremental sales for retailers.”

October will also see a new bottle design for an existing flavour within the range, Absolut Vanilia, featuring a cross in white paint across the front of the bottle. 




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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