V&S Absolut Spirits is to launch a new flavoured vodka. The company announced yesterday (28 February) that Absolut Apeach will hit the US market in May.

The peach flavoured vodka will be available in 1.75 litre, 1 litre, 750ml and 50ml sizes, and will also be launched to the on-trade in Sweden at the same time as it is released in the US. The bottle will be "dressed in shades of pink-yellow-orange hues," the company said.

"The flavoured vodka segment continues to grow - in the US especially but the trend is global," said Andreas Berggren, vice president Europe, Africa & Asia Pacific at V&S Absolut Spirits in Stockholm. "With Absolut Apeach we are thrilled to present a product into a flavour segment that is underdeveloped, and where the Absolut Vodka brand is happy to lead the way."