Absolut has added a new cherry variant of its premium vodka.

Available now, the launch is supported in-store with POS materials, including a neck collar providing recipe inspiration and information about the brand new cherry flavour.

“Cherry is such a popular flavour that’s ideal for mixing and shows how we are continuing to innovate within the flavoured vodka segment,” says Pernod Ricard UK marketing controller Adam Boita.

According to Nielsen data, Absolut is maintaining the number one position in premium flavoured vodka and is growing at 27.7%, ahead of the flavoured vodka market at 4.2%.