There’s a new flavour in town: Absolut Mixt Raspberry & Lemon

Absolut, the UK’s number one premium vodka brand[1], is adding a refreshing flavour to its range of ready-to-drink (RTD) cans, Absolut Mixt Raspberry & Lemon. The sparkling drink will capitalise on the strong growth of the RTD category and offer consumers an alternative flavour to enjoy during the UK’s long heatwave.

The light and refeshing flavour joins the brand’s existing range of strikingly vibrant slimline cans and is available across the off-trade from July 2018. The new flavour offers consumers the premium taste of the nation’s number one flavoured vodka, Absolut Raspberri[2], combined with the taste of berries and fruit in a convenient format.

RTD cans are currently experiencing growth of +16.1%[3] across the off-trade and Absolut is in the perfect position to continue driving this growth with Absout Raspberri growing at +26.1% (value)2.

Adam Boita, Head of Marketing for Pernod Ricard UK, comments: “Absolut Mixt provides a huge opportunity to diversify and premiumise the category, as vodka RTDs are still under-represented. Consumers loved the unique flavour and stylish look of the can during testing, so we’re urging retailers to stock up and make the most of the heatwave we’re currently experiencing.”

Available across the off-trade from July 2018, the new variant will join Absolut Cloudberry & Apple and Absolut Blueberry & Lime in 12 x 250ml cases with a RRP of £2.00.

For more information, please contact Lottie Sylvester at Pernod Ricard UK on 07979 396468 or charlotte.sylvester@pernod-ricard.com.   

About Pernod Ricard UK

Pernod Ricard UK is part of Pernod Ricard, number two in wines and spirits with sales of €9,010m in 2016/2017. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008).

Pernod Ricard holds one of the most prestigious brand portfolios in the sector, including 19 brands among the top 100 worldwide. Pernod Ricard UK has identified the following key priority brands in the UK market: Absolut, Jameson, Chivas, The Glenlivet, Plymouth Gin, Monkey 47, Malibu, Perrier-Jouët, Kahlúa, Beefeater, Campo Viejo, Brancott Estate, Olmeca, Havana Club, Martell, Jacob’s Creek, Lamb’s, Ballantine’s, G.H. Mumm, Graffigna and Wyborowa. Pernod Ricard UK is a member of The Portman Group promoting responsible drinking.

[1] Nielsen total off-trade MAT to 24/03/18, CGA total on-trade MAT 24/03/18

[2] Nielsen Flavoured Vodka, Total Coverage, Period Ending: WE 24.03.18

[3] Nielsen Premix, Total Coverage, Period Ending: WE 24.03.18