Absolut Botanik is lower in sugar than some RTDs

Absolut Botanik is lower in sugar than some RTDs

Pernod Ricard has launched a vodka-based RTD under the Absolut brand in Australia. 

Absolut Botanik, which comes in cans and bottles, is a mix of Absolut vodka, carbonated water and botanical flavours "inspired by the forests of Sweden". It comes in three flavours - Berry Lime, Berry Pear and Berry Apple - with an abv of 5.7%. 

The product is less sweet than some RTDs on the market, although Pernod was keen to point out that it has not been launched as a lower-sugar alternative.

Jonas Magnusson, innovation director at Pernod's Absolut division, said: “Our ambition is to create a more adult and premium offering in the ready-to-drink category. We know that our Absolut consumers want convenience, but that they often find existing alternatives too sweet to their taste. So, whilst it is true that Absolut Botanik has a lower sugar level than many other ready-to-drink alternatives on the market, that is a positive side effect driven by consumer preferences."

The launch of Absolut Botanik in Australia will be supported by a "multimillion-dollar" marketing campaign.

Anne Martin, marketing director at Pernod Ricard Australia, added: “We are driving awareness and large-scale trial for Absolut Botanik this spring and summer with a variety of innovative activities that will engage millennials."

Four-packs of Absolut Botanik – in bottles or cans – will have an RRP of AUD21.99 (US$15.60).

Last month, Brown-Forman redesigned the boxes for its Southern Comfort RTDs in Australia and New Zealand and Diageo announced the roll out its Bulleit & Cola RTD in glass bottles in Australia.

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