The new addition to Absolut’s leading flavoured vodka range provides an exotic new taste in time for summer

Absolut PassionfruitAbsolut, the UK’s number one flavoured vodka6, is continuing its reign as leader of the flavoured vodka category by launching Absolut Passionfruit. A tropical flair of passionfruit, with an exotic fruity twist, makes this new flavour the Spring and Summer must-have. Absolut Passionfruit lends itself to various drinking occasions from high-tempo night time drinking with friends, to being enjoyed on a sunny afternoon as the perfect Spritz.

Passionfruit is the flavour breaking boundaries this year, with interest increasing by 12% compared to the previous year[1]. Absolut Passionfruit provides a powerful aroma of juicy, sun-ripened passionfruit, creating a combination of tropical fruits and well-balanced sweetness, leaving a satisfying and smooth taste with distinct passionfruit character.

33% of consumers are typically drinking cocktails that are passionfruit flavoured whilst out[2] and the new Absolut flavour gives consumers the ease and ability to re-create their favourite on-trade drinks at home. Absolut’s flavoured range is a consumer favourite, claiming the number one spot for flavoured vodka in the off-trade, with Absolut Raspberri ranking the number one SKU[3].

Raja Banerji, Marketing Director at Pernod Ricard UK, comments: “Absolut is a pioneer of new and exciting drinks, and Absolut Passionfruit is the flavour to quench the growing demand for passionfruit flavoured cocktails and mixed drinks. With three in five Absolut flavoured vodka drinkers stating they would buy Absolut passionfruit[4], and Absolut commanding a 40% share[5] of the flavoured vodka market in the off-trade, this launch is primed to elevate existing drinking occasions just in time for summer.”

Absolut Passionfruit is available in 70cl format (RRP £20) and will be launching in ASDA in early March, before rolling out to the wider on- and off-trade from April 2020.

[1] Google Trends

[2] CGA Mixed Drinks Q3 2018 (2)

[3] Source: Source: Pernod Ricard UK – Nemo Spirits Report MAT 04.01.2020

[4] Source: TAC Quant Flavour Research UK

[5] Source: Pernod Ricard UK – Nemo Spirits Report MAT 04.01.2020

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