Absolut has launched a new variant with a fruity watermelon zing. Absolut Watermelon celebrates one of the most refreshing flavours of the season, tapping into the increased demand for watermelon flavour alcoholic drinks, which has grown +63 per cent YoY. The tropical thirst quencher will be available on-shelf from 15th March.
Absolut Watermelon's aroma and complex notes of watermelon offers versatility across a wide range of serves including mixed simply with lemonade and a slice of lime or in a spritz. Absolut Watermelon has a slightly reduced ABV of 38 per cent for an enhanced flavour profile, making it the perfect mixer and cocktail ingredient.
Refreshing taste profiles remain the most popular preferences for cocktails, whilst watermelon is a growing cocktail flavour trend with Google searches for ‘Watermelon Cocktails’ growing +194 per cent since July 2019. Watermelon is also amongst the top five preferred taste profiles for Gen Z, with strong associations of fun and associated wellness properties, and Absolut Watermelon offers less than 99 calories per serving.
Vodka remains the top Spirits category in the UK Off-Trade and Absolut leads the charge as the No.1 flavoured vodka range, growing +49.2 per cent value in the thriving category. Absolut continues to add value to the flavoured vodka category and the brand dominates with a 37 per cent value share [Nielsen].
“We know shoppers have been experimenting with serves at home more than ever, which has driven rapid growth of the flavoured vodka category," said Chris Shead, Off Trade Channel Director for Pernod Ricard UK. "We want to continue this momentum by adding to our range with a flavour we know consumers will love. Bursting with the refreshing taste of watermelon that creates the most delicious cocktails, Absolut Watermelon is primed to become this summer’s must-have drink.”
The launch will be supported by consumer PR, content partnerships and influencer activity to engage with Absolut’s core audience of 18-34 year olds and demonstrate the versatility of the liquid through creative serve suggestions. Absolut will also drive standout with vibrant point of sale in-store at the last three feet.
Absolut Watermelon will be available in a 70cl format, available now for convenience retailers through major wholesalers, RRP £20.
Jo Taylorson