ABSOLUT SPICES UP PREMIUM SPIRIT SALES WITH TASTY TABASCO® SAUCE PARTNERSHIP
Absolut, the UK’s number one premium vodka, continues to bring innovation to the category by partnering with Bloody Mary cocktail ingredient, TABASCO® Sauce. Available across the off-trade from the end of May, the product will be stocked by all leading grocery stores and the One Stop convenience franchise.
Recent figures indicate a strong position for Absolut in the off-trade, with the brand growing in value at +16%, increasing to +19.8% in grocery alone1. Premium spirits are performing well overall in terms of value (+8.7%), accounting for 98% of the overall category’s value gains.
Lucy Bearman, Head of Customer Development at Pernod Ricard UK, explains: “The brunch occasion is becoming increasingly popular and we’re seeing more and more consumers choosing to re-create their favourite brunch cocktails at home. Bloody Marys spiced with TABASCO® Sauce are a classic cocktail choice, featuring within the top 15 purchased in the on-trade, and the variations shoppers can make at home are endless.
“Premium space on-shelf is becoming increasingly crowded and this on-pack promotion is designed to increase stand-out, as well as adding value for our loyal customers, so we can’t wait to see stock fly off the shelves. We would recommend ranging Absolut Tabasco alongside tomato juice to inspire shoppers further and drive important impulse purchases.”
Absolut Original with TABASCO® Sauce neck tag is available in select grocery and impulse stores from the end of May and has an RRP of £19.45 for a 70cl bottle. Shoppers can recreate the famous Bloody Mary cocktail by visiting www.absolutdrinks.com for the recipe.
 Nielsen WE 25.03.17
 CGA Mixed Drinks Report, April 2016