UK – Pernod Ricard, a global leader in the spirits industry, has introduced a new addition to its Absolut range, the Absolut Hunni, a natural honey-flavored vodka.  

According to the Smirnoff producer, Absolut Hunni is exclusive to the UK and is made using natural flavours and no added sugar, aiming to deliver a sweet vodka with the flavour of golden honey.  

Ian Peart, the commercial director for Pernod Ricard UK, said, “This new addition to the Absolut range has been designed to be enjoyed with lemonade, making elevating at-home occasions super simple.” 

The flavor profile of Absolut Hunni includes honey, complemented by wildflower notes and a hint of spiciness, vanilla, and cacao.  

Ian Peart emphasized that the expression offers flavored vodka enthusiasts a fresh and exciting flavor to savor with friends, whether at home or in bars. 

Honey has been identified as an emerging flavor profile in the UK spirits market, according to a Mintel flavor report.  

Pernod Ricard aims to capitalize on this trend and support the Absolut Hunni launch through comprehensive marketing strategies, including media, influencer, and PR campaigns, as well as in-store and in-venue point of sales (POS) for increased exposure. 

Flavored vodka has seen a notable trend in the spirits industry, with research by NIQ indicating an 11.2% growth in flavored vodka sales in the past year.  

Absolut Hunni is set to launch exclusively in Tesco this month, with plans for a broader rollout across both off-trade and on-trade channels in April. 

In addition to the Absolut Hunni launch, Pernod Ricard recently unveiled Beefeater 0.0%, an alcohol-free alternative to its Beefeater brand.  

The company positions Beefeater 0.0% as a balanced and refreshing option, maintaining the iconic citric and juniper-forward profile associated with the Beefeater brand. 

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