Absolut launches passion fruit variant

By Alice Leader contact

- Last updated on GMT

Juicy aroma: Absolut is hoping its new passion fruit variant will be a hit for summer
Juicy aroma: Absolut is hoping its new passion fruit variant will be a hit for summer

Related tags: Absolut vodka

Absolut is set to continue its strong presence in the flavoured vodka category by introducing a tropical flair of passion fruit as its newest addition.

Passion fruit is the flavour breaking boundaries this year, with interest increasing by 12% compared to the previous year, according to Google Trends.

Now, with spring and summer on the horizon, Absolut Passionfruit will “quench the growing demand” for passion fruit-flavoured cocktails and mixed drinks.

In time for summer

Pernod Ricard UK marketing director Raja Banerji said: “With three in five Absolut flavoured-vodka drinkers stating they would buy Absolut Passionfruit, and Absolut commanding a 40% share of the flavoured vodka market in the off-trade, this launch is primed to elevate existing drinking occasions just in time for summer.”

The new flavour is set to “lends itself to various drinking occasions” from high-tempo night-time drinking with friends, to being enjoyed on a sunny afternoon as the perfect spritz.

It provides an aroma of juicy, sun-ripened passion fruit, creating a combination of tropical fruits and well-balanced sweetness.

New and exciting

According to CGA, 33% of consumers are typically drinking cocktails that are passion fruit-flavoured while out and the new Absolut flavour gives consumers the ease and ability to recreate their favourite on-trade drinks at home.

Absolut’s flavoured range is a consumer favourite, claiming it is the number one spot for flavoured vodka in the off-trade, with Absolut Raspberri ranking the number one stock keeping unit (a unique code assigned to each product in a company’s inventory), according to Pernod Ricard UK (source: Nemo Spirits Report MAT 04.01.2020).

Banerji continued: “Absolut is a pioneer of new and exciting drinks.”

Absolut Passionfruit is available in 70cl format (RRP £20) and will be rolling out across the on and off-trade from April 2020.

Related topics: Spirits & Cocktails

Follow us

Pub Trade Guides

View more

FREE EMAIL NEWSLETTER

Subscribe to The Morning Advertiser

The definitive voice for the pub trade

Get the latest news, analysis and insights from the uk pub sector straight to your inbox!

Featured Events

View more

Listen to The MA Podcast