Absolut Vodka is launching a new ready-to-drink (RTD) Cocktails range, offering its take on three popular drinks: Passionfruit Martini, Espresso Martini and Strawberry Spritz.
The brand noted that RTDs are the highest value-gaining category (+4.6%), and Vodka-based RTDs represent 34% of total spirit-based RTD sales in the UK.
Launching in a 250ml pre-mix can format, the new range will have a consistent look, with each design featuring a silhouette of the brand’s iconic medicine bottle for premium cues and on-shelf standout. The drinks have an ABV of 5% and an RRP of £2.50.
“As the pre-mix can category experiences rapid growth, we want to be a leader within the premium RTD cocktail category, as we are in the premium spirits category,” said Chris Shead, Off-Trade Channel Director at Pernod Ricard UK.
“Absolut is Born To Mix and we’re excited to see two new cocktail RTDs join Absolut Passionfruit Martini following its successful launch last summer. The new range offers consumers a premium cocktail experience, at an affordable price, in the convenience of a can that are perfect for pre-drinks and party drinks.”
The roll-out of the Absolut Cocktails range will be supported by sampling activity across key cities and festivals this summer.
