Absolut bottles watermelon-flavoured vodkaBy Owen Bellwood
Pernod Ricard is tapping into growing demand for watermelon-flavoured alcoholic drinks with its latest release from Absolut vodka.
According to Pernod Ricard, demand for watermelon-flavoured alcoholic beverages has grown 63% year-on-year, citing Mintel data from Q1 2019.
Pernod Ricard also found that Google searches for “watermelon cocktails” have increased 194% since July 2019, and watermelon is among the top five preferred taste profiles for Gen Z.
Bottled at 38% ABV, Absolut Watermelon is said to be ‘fresh and fruity, with natural sweetness and no artificial flavouring’. The new vodka is suggested served with lemonade or in a Spritz cocktail.
Absolut Watermelon contains fewer than 99 calories per serving.
Chris Shead, off-trade channel director for Pernod Ricard UK, said: “We know shoppers have been experimenting with serves at home more than ever, which has driven rapid growth of the flavoured vodka category.
“We want to continue this momentum by adding to our range with a flavour we know consumers will love.
“Bursting with the refreshing taste of watermelon that creates the most delicious cocktails, Absolut Watermelon is primed to become this summer’s must-have drink.”
Absolut Watermelon is available in the UK now in a 700ml format from Tesco, priced at RRP £20 (US$28). The flavoured vodka will be rolled out across other major supermarkets from April.