SWEDEN – Absolut, the Pernod Ricard-owned brand, has ventured into the ready-to-serve (RTS) category, introducing two new cocktails to its lineup.
The new offerings include a vodka mojito and a raspberry lemonade cocktail. The vodka mojito combines Absolut vodka with lime and mint flavors, complemented by sugar syrup. The raspberry lemonade cocktail features Absolut vodka blended with raspberry and lemon, accompanied by sugar syrup.
These RTS cocktails boast an alcohol by volume (ABV) of 15%, offering a light and sweet flavor profile, with each bottle providing five servings.
Reshma Dhati, senior brand director of marketing at Absolut, highlighted the brand’s enthusiasm for entering the ready-to-serve space, stating, “With prepared cocktails as the fastest growing spirits category, trending to overtake wine and spirits this year, we’re excited for Absolut to officially enter into the ready-to-serve space.”
Absolut’s move into the RTS category follows a consumer research study conducted by Pernod Ricard, which identified the strong performance of Raspberry Lemonade and Vodka Mojito cocktails.
The brand’s venture into the flavored vodka space aligns with market trends, particularly the popularity of Vodka Lemonades.
This expansion follows Absolut’s recent collaborations in the ready-to-drink segment, including a partnership with The Coca-Cola Company for an Absolut Vodka & Sprite RTD can with 5 percent ABV, launched in Europe last November and now available in the UK.
Additionally, Absolut joined forces with cranberry juice brand Ocean Spray to release a 4.5% ABV range of RTDs, featuring classic combinations such as Vodka Cranberry, Vodka Cran-Grape, Vodka Cran-Pineapple, and Vodka Cran-Raspberry.
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