Product Launch - US: Pernod Ricard's Absolut Hibiskus

The Absolut Company introduces ABSOLUT HIBISKUS, the first-ever floral-flavored vodka to join the ABSOLUT flavors family. Like its namesake flower, ABSOLUT HIBISKUS is a showstopper. With a unique blend of hibiscus and pomegranate, ABSOLUT HIBISKUS lets the doors fly open to creative mixology with inspiration from the garden. It will debut on and offpremise in the U.S. beginning in January 2013.

"In recent years, in bars all over the world, a new sophistication has emerged regarding floral concoctions. People have begun to appreciate the many possibilities flowers bring to the world of cocktails," says Nodjame Fouad, Global Marketing Director at The Absolut Company. "We're very excited that today for the first time ABSOLUT brings a floral flavored vodka to market. What I particularly like about ABSOLUT HIBISKUS is that its combination of flavors is fiercely original, bringing cocktail culture in a new unexpected direction”.

The slightly acidic, berry-flavor hibiscus underlined by the sweet notes of pomegranate creates the intriguing ABSOLUT HIBISKUS. Made from all natural ingredients with no added sugar, ABSOLUT HIBISKUS is versatile and easy to mix. “It's been an exciting progression for us bartenders. We've gone from floral liqueurs to edible flowers and now to ABSOLUT HIBISKUS. For our customers, and for anyone who wants to mix cocktails at home, floral drinks is a discovery, bringing totally new flavors and tastes,” says Jimmy Dymott, Chief Bartender at Little Quarter , Stockholm, one of Europe’s top 25 bars according to the Cocktail Spirits Awards 2012. “I have had a lot of fun mixing with ABSOLUT HIBISKUS. It is ideal for experimenting and for creating advanced contemporary cocktails, but it also goes very well by adding just one ingredient.”

Original source: Company Release