UK: Peach of a launch for Absolut

By just-drinks.com editorial team | 19 April 2006

V&S Group has launched Absolut Apeach in the UK, the eighth flavoured vodka in the Absolut stable.

"I'm excited about how we, with Absolut Apeach, have developed a vodka with such a distinct smooth and sensual character," said Emelie Friis, marketing manager, Europe at V&S Absolut Spirits.

"We are confident that the launch will ensure the continuous success the Absolut vodka brand has seen within the premium flavoured vodka category ever since Absolut Citron was introduced in 1988."

Martin Price, marketing director of Abosolut's local distributor Maxxium UK, said sales of the Absolut flavours range were growing at 25% a year in the UK, as consumer demand for flavoured vodkas, long drinks and cocktails increased.

Absolut Apeach was first unveiled in the US last May. The Swedish spirits group uses the US market as a launch pad for its new flavours and last month began selling the grapefruit-flavoured Absolut Ruby Red across the Atlantic.

According to Martin Price, marketing director of Maxxium UK, sales of the Absolut flavours range are growing at 25% a year in the UK, as consumer demand for flavoured vodkas, long drinks and cocktails increased.

Sectors: Spirits

Companies: Absolut