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Absolut Vodka extends RTD range
Pernod Ricard‐owned Absolut Vodka has strengthened its ready-to-drink (RTD) offering with new expressions for its bottled cocktail and Ocean Spray lines.
Firstly, the brand has added new variants to the bottled cocktail range it debuted in February last year – Espresso Martini and Classic Cosmopolitan, both with an ABV of 20%.
The Espresso Martini is made by blending Absolut and Kahlúa coffee liqueur with hints of natural espresso.
Reshma Dhati, senior brand director of marketing, Absolut, said the two bottled serves “introduce new trending vodka cocktails”.
She added that the Cosmopolitan serve “brings consumers a new way to enjoy the iconic cocktail that Absolut has been an integral part of since it entered culture in the 1980s”.
In addition, the Ocean Spray range, which was also introduced at the start of last year, is getting a boost with two new cannned flavours: Vodka White Cran-Peacc and Vodka Cran-Mango.
The 4.5% ABV RTDs are inspired by Ocean Spray’s most popular flavours and are made with the brand’s cranberry juice, natural flavours and Absolut.
The ready-to-serve bottled cocktails are now available for US$16.99, while the new additions to the Ocean Spray line can be purchased for US$22.99 per 12 pack. Both can be picked up at select retailers in the US.
Dhati said the brand is “committed to delivering convenient, bar-quality cocktails that enhance hosting occasions while keeping the focus on time spent with loved ones”.
According to IWSR, RTD growth in the US will be driven by spirits, with crossover products – such as the partnership between Ocean Spray cranberry juice and Absolut – an emerging trend in the category.
IWSR forecasts spirits-based RTDs to grow by a compound annual growth rate (CAGR) of 6% in the US from 2023 to 2028.
In Pernod Ricard’s first quarter of fiscal 2025 results, the company’s RTD portfolio rose by double digits – which was said to be driven by Absolut.
In February last year, Pernod Ricard also launched a pre-mixed RTD with The Coca-Cola Company, Absolut Vodka and Sprite.
More RTDs to come in spring
In spring, the vodka brand will also revive three classic cocktails in a canned RTD format: a Classic Mule, a Classic Cosmo, and a Half & Half Tea & Lemonade.
The Mule (sitting at 7% ABV) is made with Absolut, lime and ginger beer flavours. The Classic Cosmo (10% ABV) combines Absolut with cranberry, orange, and lemon-lime flavours. And lastly, the non-carbonated Half & Half Tea & Lemonade is made with Absolut plus black tea and lemon flavours.
The three canned cocktails will be available in retailers nationwide in the US in April.
Absolut stood tall as the second biggest-selling vodka brand in 2023, according to data from The Spirits Business’s Brand Champions 2024 report.
The brand’s eventful 2024 saw it partner with electronic musical festival Tomorrowland, revive its pasta sauce collaboration with Heinz, and release a limited bottle inspired by Andy Warhol.
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