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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.

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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