Absolut Grapefruit launches in travel retail
Pernod Ricard has introduced the grapefruit-flavoured iteration of its Absolut vodka brand into global travel retail (GTR).
Absolut Grapefruit joined the Absolut Citrus Flavour range in 2018, supported by a campaign fronted by Modern Family actor Jesse Tyler Ferguson. The vodka has a pink grapefruit flavour and does not contain added sugar.
Launched on 1 April in GTR, the new bottling “is designed for today’s millennials who are tired of overly sweet, artificially-flavoured vodkas” and also taps into the pink spirits trend.
The launch will be supported by a campaign in airports in Australia, New Zealand, Germany, Southeast Asia and North America.
Several airports will offer sampling and feature “captivating and impactful off-shelf activities”. Some “key locations” will also offer a ‘travel sleep eye mask’ as a complimentary gift-with-purchase.
Absolut Grapefruit follows the launch of Absolut Lime in 2017.
