Absolut is entering the ready-to-drink (RTD) market with a range of premium premix cans: Absolut Mixt.
Providing a huge opportunity to diversify and premiumise the existing category, the new slimline cans are availble in two varieties, which combine classic Scandinavian berries with familiar and popular UK fruit flavours: Cloudberry & Apple and Blueberry & Lime.
Absolut is experiencing great momentum in all channels, with Absolut Raspberri the number one flavoured vodka in the off-trade and Absolut Vanillia holding the same position in the on-trade.
The RTD cans category is also experiencing exceptional value growth of +12.2% (Nielsen Scantrack Total Off Trade/Total Impulse to 10.09.16) and with a rich heritage in flavour innovation, Absolut is in the perfect position to propel its expertise into the category and offer its superior taste in a convenient format.
Adam Boita, head of marketing at Pernod Ricard UK, said: “Absolut Mixt has been created to encourage consumers to trade up to a premium core spirit. The striking, bold and simple packaging design will cut-through the extensive choice currently available to shoppers and fill the major gap in the market for a premium vodka RTD can.
”The cans tested extremely well with consumers, who loved the unique flavour combinations and stylish can design. The Scandinavian berries will appeal to those wanting to try something new, particularly with the ‘Scandi’ trend now firmly established in UK culture, from TV series to fashion and health trends.”
Available across the off-trade from June 2017, both variants of the new slimline cans come in 12 x 250ml cases (rrp £2.00).