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March 14, 2022

Pernod Ricard’s Absolut Passionfruit Martini – Product Launch

The cocktails-at-home trend is alive and well, according to Absolut

By Conor Reynolds

  • 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.

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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%.

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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