Absolut launches honey-flavoured vodka

Pernod Ricard-owned Absolut has released Absolut Hunni, a new vodka flavoured with honey.

The expression is made with natural flavouring and has no added sugar. Pernod Ricard describes the vodka as ‘sweet’ with the ‘distinct flavour of golden honey’.

Ian Peart, commercial director for Pernod Ricard UK, said: “This new addition to the Absolut range has been designed to be enjoyed with lemonade, making elevating at-home occasions super simple.”

Along with honey, the expression also has wildflower notes with a hint of spiciness, vanilla and cacao.

Absolut Hunni is exclusive to the UK and available in Tesco supermarkets with an RRP of £22 (US$28). The 38% ABV expression will roll out to the wider on- and off-trades in April.

The brand recommends shaking it up with sugar syrup and lemon juice for a sweet variation on a Martini.

“For the on-trade, we know flavoured Martinis are enjoying their time in the sun as the UK’s fifth most popular serve [data from CGA Mixed Drinks Report 2023],” Peart added.

“Our Absolut Hunni Lemondrop Martini offers a balanced yet sweet, zesty serve that will ensure customers aren’t stung when ordering at the bar.”

Pernod Ricard will support the launch with media, influencer and PR campaigns, as well as in-store and in-venue point of sales (POS) for further exposure.

Flavoured vodka was one of our spirits trends to watch for 2023. Research from CGA by NIQ showed that flavoured vodka sales grew 11.2% in the year.

Pernod said the honey flavour gives consumers an alternative to fruit-led expressions that currently dominate the market.

Absolut is the world’s second biggest selling vodka brand, selling 13 million cases in 2022.