Absolut, the leader in flavoured vodka, is continuing to drive category growth with the launch of its latest innovation, Absolut Lime (RRP £18.75).
With over 82% (CGA Mixed Drinks Report April 2016) of consumers regularly drinking citrus cocktails, Absolut Lime has been developed in response to evolving consumer demand for a fresh tasting, flavoured vodka.
With its strong versatility and broad preference, lime flavoured vodka represents 11% volume share and 10% value share of total flavoured vodka and is worth £13.7 million (CGA Mixed Drinks Report April 2016).
Adam Boita, head of marketing at Pernod Ricard UK, explains: “Lime is a dynamic and versatile citrus flavour and we believe that with the creation of Absolut Lime, we have truly brought the full complexity of this citrus fruit to life. We have found that 2.5% (Nielsen Scantrack total off trade 31.12.16. CGA data total on trade value 31.12.16) of Pernod Ricard UK’s growth comes from introducing new products to market, and with Absolut outperforming the vodka category in both the on (+7.3% by volume, +10.8% by value) (CGA data total, on trade value 05/11/16) and off-trade (+11.2% by volume, +10.9% by value, Nielsen Scantrack total, off trade, 31/12/16), the launch of Absolut Lime will continue to support this growth.”
The latest addition to the Absolut portfolio comes nearly 30 years after the introduction of Absolut Citron. Following its success, Absolut Lime provides an additional option to consumers looking for a refreshing drink to enjoy during the summer season.