Pernod Ricard's Absolut Juice Edition

Category - Spirits, vodka, flavoured, 35% abv

Available - From this month

Location - The UK only, off-premise

Price - SRP of GBP16 (US$21) per 50cl bottle

Pernod Ricard has launched a new Absolut extension that is flavoured with fruit juice. The 35%-abv Absolut Juice Edition is packaged in 50cl bottles and will only be available in the UK grocery channel.

The two debut flavours are Strawberry and Apple.

"Consumers have developed a strong desire for products with a high level of realness, as they believe it brings a better taste and Absolut Juice Edition responds to this, whilst also appealing to the increasingly health conscious who favour brands with natural ingredients," said Chris Shead, channel director for grocery at Pernod Ricard UK.

The new product also continues Pernod's sustainability message, using a paper label on an Absolut bottle for the first time. The label urges consumers to reuse the bottle as a candle holder or vase.

Last week, Pernod's Uk division said it wants to rid the business of any single-use plastic. The announcement followed an earlier group-wide ban on plastic straws and stirrers.

Company plastic pledges - reason to be positive or time to panic? - Sustainability Spotlight

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