Absolut, the UK’s No.1 premium vodka[1], 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%)[2], and Vodka-based RTDs represent 34% 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
Chris Shead, Off-Trade Channel Director at Pernod Ricard UK, commented: “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. 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 5% and an RRP of £2.50. Impulse retailers can order from national wholesalers including Bestway and Dhamecha, and will be available in major grocers including Tesco, Asda and Waitrose from May.
[1] AC Nielsen I Total Off-Trade I MAT Value to 25.03.23
[2] AC Nielsen | Total Off-Trade | MAT Value to 25.03.23
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