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Absolut creates RTD range with Ocean Spray
Pernod Ricard-owned Absolut Vodka has released a line of ready-to-drink (RTD) cocktails in collaboration with cranberry juice brand Ocean Spray.
The 4.5% ABV range, inspired by the classic combination of vodka and cranberry juice, includes four flavours: Vodka Cranberry, Vodka Cran-Grape, Vodka Cran-Pineapple and Vodka Cran-Raspberry.
Natalie Accari, vice-president, RTD and convenience North America at Pernod Ricard USA, said: “Absolut Vodka and Ocean Spray cranberry juice have long been enjoyed together at bars and in homes across the country.
“We’re pleased to bring this beloved classic cocktail from two powerhouse brands to our consumers in a convenient new format.”
This partnership marks the first time Ocean Spray has brought its credentials to spirits by licensing the brand for an RTD.
Monisha Dabek, chief commercial officer and general manager, USA at Ocean Spray, added: “Ocean Spray has had a long history with the cocktail and is often credited with introducing the drink in the 1940s as a marketing tactic to showcase the variety of cranberry juice pairings.
“We love how far it has come in its nearly 80-year history and are excited to see renewed consumer excitement with the new ready-to-drink.”
The RTDs will be available in a variety eight-pack, with two of each flavour, a single-flavour four-pack (for Vodka Cranberry and Vodka Cran-Pineapple), or as single 355ml cans.
To celebrate the launch of the ‘Vodka Cran’ RTDs, Absolut is releasing a limited edition Galentine’s Day kit. The package contains four cans of the Vodka Cranberry RTD, four disco ball straws, two can coolers, an American Express gift card, and a notecard.
It marks the second co-branded RTD from Pernod Ricard in recent months, following its partnership with The Coca-Cola Company on the launch of a canned Absolut Vodka & Sprite in October.
The new range from Absolut comes just two months after Deb Dasgupta was appointed as its vice-president of global marketing. The brand also partnered with Years & Years singer Olly Alexander in November to create a limited edition bottle featuring a mosaic design.