Premium vodka brand Absolut is rolling out its latest flavoured vodka, Absolut Gräpevine, across global duty free and travel retail markets.
The Pernod Ricard-owned company hopes this new taste will reinforce its reputation as a leading cocktail innovator and secure its “pioneer” position in the fast-growing flavoured vodka market segment.
Made from natural ingredients, with no added sugar, Absolut Gräpevine contrasts the complex flavour of white grapes with tropical tastes of papaya and dragon fruit.
The Absolut Company Global Travel Retail Director Anders Olsson described Absolut Gräpevine as “an exciting and attractive new-generation flavor that makes it easy to create exceptional and delicious drinks”.
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He said the brand was “fully convinced that Absolut Gräpevine will be a great success among our discerning target group of global travelers who are always at the forefront of new trends and consumer patterns – and who are constantly on the lookout for something new and exciting to bring back home.”
“The flavour is so multi-dimensional that you can mix sophisticated drinks by just adding a single ingredient, he added.
Absolut opened up the flavored vodka market with Absolut Peppar in 1986 and Absolut Citron in 1988, helping to popularise the Bloody Mary and the Cosmopolitan cocktails.The present Absolut portfolio contains 15 flavours.
Olsson commented: “Constant innovation and brand development have always been core values of Absolut, a vital part of our brand DNA. With every new flavour, we want to take the cocktail culture in a new direction.”
The Absolut Gräpevine launch is backed by a powerful 360-degree marketing campaign in certain media, including brand installations in duty free/travel retail outlets worldwide.
As a part of this campaign, a number of signature Absolut Gräpevine cocktails have been created exclusively for global travellers. These include Absolut Gräpevine and Lemon Lime Soda, Absolut Envy (with lime wedges, simple syrup and fresh kiwi) and Absolut Gimlet (with lime juice and simple syrup).
The worldwide launch is executed by Pernod Ricard Travel Retail.
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