Pernod Ricard has launched a new watermelon variant to the Absolut range.
Absolut Watermelon is available in a 70cl format through major wholesalers with an rrp of £20.
The launch will be supported by consumer PR, content partnerships and influencer activity to engage with Absolut’s core audience of 18-34 year olds and demonstrate the versatility of the liquid through creative serve suggestions. Absolut will also drive standout with vibrant point of sale in-store at the last three feet.
Off trade channel director for Pernod Ricard UK Chris Shead said: “We know shoppers have been experimenting with serves at home more than ever, which has driven rapid growth of the flavoured vodka category. We want to continue this momentum by adding to our range with a flavour we know consumers will love. Bursting with the refreshing taste of watermelon that creates the most delicious cocktails, Absolut Watermelon is primed to become this summer’s must-have drink.”