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The first pear-flavoured vodka in the market will hit the global travel retail shelves on 1 May, 2007 |
SWEDEN. Absolut Vodka is to launch a new pear-flavoured premium vodka, Absolut Pears, which will be available in the US in January 2007 and in global travel retail from May 2007.
Explaining the travel retail roll-out strategy, V&S Absolut Spirits Global Travel Retail Director Anders Olsson said: “The introduction, executed by Maxxium Global Travel Retail, which handles the V&S brands in the global duty free and travel retail market, will take place throughout the world on the same day, supported by a fully integrated campaign where all the elements complement each other perfectly. I am confident that the travel retail industry will find Absolut Pears as tempting as we do.”
As with all members of the Absolut Vodka family, the drink is made from natural ingredients and contains no added sugar or sweetener. It has, say Absolut, a delicate taste of pears and a long, fruity aftertaste.
“Absolut continues to innovate and move the flavoured vodka market forward with this new pear variety,” said Olsson. “This is the first pear-flavoured vodka in the marketplace and confirms Absolut’s position as the leading premium brand within this dynamic segment.”
A tongue-in-cheek print advertisement for the new drink shows a green snake wrapped around an Absolut Pears bottle. A pear-shaped silhouette is clearly visible on the snake and the headline reads: “The New Temptation”.
For details, e-mail Helena Nordlund, V&S Absolut Spirits, at helena.nordlund@absolut.se
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