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Absolut Vodka launches new premium cocktail RTD range

Absolut Vodka launches new premium cocktail RTD range
Andy Marino
By Andy MarinoApr 25, 2023
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Absolut Vodka is launching a new ready-to-drink (RTD) “Absolut Cocktails” range, offering a take on three popular cocktails: Passionfruit Martini, Espresso Martini and Strawberry Spritz. Launching in a convenient 250ml pre-mix can format, RTDs is the highest value-gaining category (+4.6 per cent), and Vodka-based RTDs represent 34 per cent of total spirit-based RTD sales in the UK.

The new range will have a consistent look with each stylish design featuring a silhouette of the brand’s iconic 18th-century medicine bottle for premium cues and on-shelf standout. It consists of:

  • Absolut Espresso Martini – a cult coffee cocktail, made with iconic Absolut Vodka blended with real coffee and vanilla, delivered with a smooth, velvety foam
  • Absolut Strawberry Spritz – a refreshing sparkling serve made using Absolut Vodka expertly mixed with natural flavours of sweet sun-ripened strawberry and delicate elderflower
  • Absolut Passionfruit Martini – a sparkling twist on the UK’s favourite cocktail combining Absolut Vodka with natural flavours of zesty passion fruit and sweet vanilla

ABSO2108 Absolut Cocktail RTD Passionfruit Martini Can 250ml UK EU mount

“As the pre-mix can category experiences rapid growth, we want to be a leader within the premium RTD cocktail category, as we are in the premium spirits category," said Chris Shead, Off-Trade Channel Director at Pernod Ricard UK. "Absolut is Born To Mix and we’re excited to see two new cocktail RTDs join Absolut Passionfruit Martini following its successful launch last summer. The new range offers consumers a premium cocktail experience, at an affordable price, in the convenience of a can that are perfect for pre-drinks and party drinks.”

The Absolut Cocktails range will also be supported by sampling activity across key cities and festivals this summer including Mighty Hoopla and On The Beach, where the brand will be showcasing their new giant interactive disco can activation. Consumers can spin to win a variety of Absolut prizes; from cans to cross-body cool bags designed to store three RTDs, to bar tabs and festival tickets.

Each SKU in the Absolut Cocktails range has an ABV of five per cent and an RRP of £2.50. Impulse retailers can order from national wholesalers including Bestway and Dhamecha.

absolutchris sheadcocktailpernod ricard ukrtdvodka

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