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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 is the latest flavour from the Swedish vodka brand to launch in 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.