- Category – RTD, vodka-based, 5% abv
- Available – From this month
- Location – The UK, followed by Ireland in May
- Price – SRP of GBP2.20 (US$2.87) per 25cl can
The UK division of Pernod Ricard is readying a premix extension of vodka flagship Absolut in the market.
Absolut Passionfruit Martini will hit the off-premise channel next month in single 25cl cans as well as in 12-can packs. An extension to neighbouring Ireland will land in May.
The packing for the RTD features an 18th Century-styled medicine bottle silhouette against a floral background.
Backing the launch will be marketing activity on Absolut’s Social Media channels fronted by ‘influencers’.
“The popularity of vodka cocktails has accelerated, with two-fifths of consumers making cocktails at home,” said Pernod Ricard UK brand director Marnie Corrigan. “Absolut has become synonymous with the much-loved cocktail and it’s only natural that we’re launching a bar quality pre-mixed format.”
Last month, Pernod set out plans for a redesign of Absolut in the UK, introducing a revamped bottle and labelling. The unit also reduced the abv of several flavoured variants, with the likes of Watermelon, Raspberri and Passionfruit moving from 40% to 38%.