Absolut, the UK’s number one premium vodka brand (Nielsen total off-trade 24/03/18, CGA total on-trade 24/03/18), is adding a refreshing flavour to its range of ready-to-drink (RTD) cans, Absolut Mixt Raspberry & Lemon.
The sparkling drink will capitalise on the strong growth of the RTD category and offer consumers an alternative flavour to enjoy during the UK’s long heatwave.
RTD cans are currently experiencing growth of +16.1% (Nielsen Premix, w/e 24.03.18) across the off-trade and Absolut is in the perfect position to continue driving this growth with Absout Raspberri growing at +26.1% (value).
Adam Boita, head of marketing for Pernod Ricard UK, said: “Absolut Mixt provides a huge opportunity to diversify and premiumise the category, as vodka RTDs are still under-represented. Consumers loved the unique flavour and stylish look of the can during testing, so we’re urging retailers to stock up and make the most of the heatwave we’re currently experiencing.”
Available across the off-trade from July 2018, the new variant will join Absolut Cloudberry & Apple and Absolut Blueberry & Lime in 12 x 250ml cases (rrp £2).