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Pernod Ricard rolls out Absolut Lime to UK

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Pernod Ricard has extended the recently-released lime variant of its Absolut vodka brand to the UK, as it looks to capitalise on what it claims is the growing popularity of citrus drinks in the country.

Absolut Lime launched in the US at the start of this year

Absolut Lime launched in the US at the start of this year

The flavour extension, which launched in the US at the start of the year, will roll out in both the country's on- and off-premise channels. Citing CGA data, Pernod said Absolut flavours account for 38% value share of the total flavoured vodka category in the UK, while 82% of consumers "regularly drink citrus cocktails".

According to the group's UK division, lime-flavoured vodka represents 11% volume share and 10% value share of total flavoured vodka in the UK, and is worth GBP13.7m (US$16.8m) per year.

"We have found that 2.5% of Pernod Ricard UK's growth comes from introducing new products to market," said Adam Boita, head of marketing at the UK unit. "With Absolut outperforming the vodka category in both the on- (+7.3% by volume, +10.8% by value) and off-trade (+11.2% by volume, +10.9% by value), the launch of Absolut Lime will continue to support this growth."

The variant will carry an RRP in the market of GBP18.95 (US$23).

Last month, group CEO Alex Ricard said Pernod must stand its ground on Absolut's pricing in the US, in the wake of increasing pressure from other players within the sector.


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