Absolut launches Absolut Juice Edition

Absolut has revealed its latest NPD for the off-trade - a new craft bottle range of drinks blended with fruit juice.

Absolut Juice Edition, which will launch with two flavours: Strawberry and Apple, is made using Absolut Vodka and fruit juice. The new range is presented in 50cl bottles to tap into the growing trend for craft products, and the drinks have a lower abv of 35%, described as being “perfect for mixing with soda”.

The two flavours have been inspired by Swedish seasons, strawberries for the Swedish summer and apple for autumn.

Chris Shead, channel director for grocery at Pernod Ricard UK, said: “Absolut is the UK’s number one flavoured vodka and the overall number one premium vodka brand in grocery multiples, growing in value 9.4%. For the past five summers, flavoured spirits have outgrown unflavoured spirits and UK vodka drinkers are preferring sweet fruit flavours. Absolut is therefore in the perfect position to drive overall category growth with a true category innovation, Absolut Juice Edition.

“Consumers have developed a strong desire for products with a high level of realness, as they believe it brings a better taste and Absolut Juice Edition responds to this, while also appealing to the increasingly health conscious who favour brands with natural ingredients. Our simple serving suggestion is with soda but both flavours work really well with other simple mixers or within cocktails, such as a spritz made using Prosecco, tonic water and garnished with strawberries or a slice of green apple.”

The launch coincides with Pernod Ricard UK’s announcement that is has taken the decision to rid the business of any single use plastic. 

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