Absolut Honey makes travel retail debutBy Becky Paskin
Absolut Vodka has made its entrance into the popular honey-flavoured spirits category with a limited edition, travel retail exclusive expression.
Absolut Honey has been given an initial launch in Singapore Changi, and will be rolled out across Pernod Ricard Travel Retail accounts in Europe, Asia, the Middle East, North Africa and India from 1 April.
The bottle itself will be adorned with a honeycomb-style motif and the expression “Honey, I’m Coming Home”.
Created with a range of recommended summer serves, the expression will be supported by “eye catching” POS materials in a “modern, urban” style, as well as through social media.
PRTR has created a branded in-store “selfie experience”, which travellers can use to take pictures of themselves and create their own Honey I’m Coming Home GIF to instantly share via social media.
Pia Hägglöf, global brand manager for Absolut, said: “Creating an exciting product and a unique brand experience is what Absolut is recognised for across the globe, and that’s what we have achieved with Absolut Honey.
“It has been crafted with a bold new honey taste, whilst the iconic Absolut bottle artistically expresses the core essence of the flavor. Absolut Honey is all about the essence of a laid back summer and that’s what we have captured within this limited edition vodka.”