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.abs


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.


[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

Author: kimbarnard

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