12th March 2021
Pernod Ricard has added a new variant to its vodka brand Absolut.
Absolut Watermelon is aimed at tapping into the increased demand for watermelon flavour alcoholic drinks, which has grown more than 60% over the last year. The product has a slightly reduced ABV of 38% for an “enhanced flavour profile” which makes it ideal as a mixer and cocktail ingredient.
Chris Shead, Off Trade Channel Director for Pernod Ricard UK, commented: “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.