Absolut launches passion fruit variant

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.