Absolut has launched its Passionfruit Martini in a “bar quality” ready-to-drink (RTD) format.
Absolut Passionfruit Martini RTD (5% ABV) comes in a 250ml can, featuring a gold silhouette of the brand’s iconic 18th century medicine bottle for premium cues and on-shelf standout. Absolut is supporting the launch through mass reaching media throughout June and July, presence at summer festivals, and PR and influencer gifting to drive awareness and excitement around the new cocktail proposition. Conversion activity will also be driven through a partnership with Hawk.
Absolut Passionfruit Martini RTDs are available in 12 x 250ml cases at an RRP of £2.20 per can, from wholesalers including HT Drinks, Crown Cash & Carry, Parfetts and United Wholesale.
Marnie Corrigan, brand director at Pernod Ricard UK, said: “The popularity of vodka cocktails has accelerated and with two-fifths of consumers making cocktails at home, we’re confident that our new Absolut Passionfruit Martini RTD will exceed expectations for producing the perfect sparkling serve, every time. Absolut has become synonymous with the much-loved cocktail and it’s only natural that we’re launching a bar quality pre-mixed format. Of course in our opinion, it is an utterly delicious recipe and a great drink for enjoying at home with friends when you can’t make it out to your local trusted bartender.”