Pernod Ricard-owned Absolut has expanded its vodka line-up with a trio of new flavours across three different ranges.
To meet the growing consumer demand for high-quality vodka and vodka-based drinks, these new flavours include: Smoky Piña, Sensations Tropical Fruit and Wild Berri.
Smoky Piña (38%), which launched in Mexico in January, is the first in a new range of premium shot drinks. The spirit features smoky pineapple and chilli flavours. Absolut recommends consumers “dip a pineapple wedge garnish into chilli salt, bite in and drink”.
Sensations is the first in a new range of mid-level ABV (20%) vodkas that features tropical fruit flavours with a hint of Szechuan pepper. The new product, which offers notes of mango and peach, will launch in Germany this month.
Meanwhile, Wild Berri is launching in 16 markets in 2023, including the UK and the US this May. It is a new addition to the brand’s regular flavour range. With an ABV of 38%, this variant delivers a taste of freshly picked blueberries, blackberries and wild strawberries, combined with spicy notes. It contains no added sugar.
Elin Furelid, director of product portfolio and innovation at Absolut said: “The Absolut portfolio has been refreshed to deliver innovation across three different ranges, with tastes that are authentic and inspiring, offering our consumers exceptional new experiences. The launches bring with them new ways and occasions to enjoy the iconic flavour of Absolut to meet the changing tastes of consumers, whatever the occasion.”
Charl Bassil, VP marketing at Absolut, added: “We constantly strive to better understand the needs and attitudes of our consumers around the globe with the obsession to provide quality Absolut products that elevate the mix. Subsequently, we continue to explore innovations that expand our product portfolio.”
He continued: “These exciting new additions to the Absolut family are created to offer our consumers drinks for all occasions – and they mark the next phase of our mission to champion quality drinks for our consumers. After all, we are Born to Mix.”
Ahead of summer, Pernod Ricard is also tapping into the demand for tropical, fruity spirits with its launch of a Malibu peach rum flavour.
© FoodBev Media Ltd 2023