Pernod Ricard’s Absolut Passionfruit Martini – Product Launch

The UK division of Pernod Ricard is readying a premix extension of vodka flagship Absolut in the market.

Absolut Passionfruit Martini will hit the off-premise channel next month in single 25cl cans as well as in 12-can packs. An extension to neighbouring Ireland will land in May.

The packing for the RTD features an 18th Century-styled medicine bottle silhouette against a floral background.

Backing the launch will be marketing activity on Absolut’s Social Media channels fronted by ‘influencers’.

“The popularity of vodka cocktails has accelerated, with two-fifths of consumers making cocktails at home,” said Pernod Ricard UK brand director Marnie Corrigan. “Absolut has become synonymous with the much-loved cocktail and it’s only natural that we’re launching a bar quality pre-mixed format.”

Last month, Pernod set out plans for a redesign of Absolut in the UK, introducing a revamped bottle and labelling. The unit also reduced the abv of several flavoured variants, with the likes of Watermelon, Raspberri and Passionfruit moving from 40% to 38%.

Supply Chain Special – What’s the impact on soft drinks? – Click here for a Just Drinks comment

Sign up for our daily news round-up!

Give your business an edge with our leading industry insights.

Sign up