Absolut adds Wild Berri to flavoured vodka range

Pernod Ricard is expanding its range of Absolut flavoured vodkas with the launch of a Wild Berri variety.

Available now to convenience retailers from Booker Wholesale ahead of a wider rollout into grocery this month with an RRP of £21, Wild Berri (38% ABV) offers the taste of blueberries, blackberries and wild strawberries with spicy hints, the supplier says.

Liam Murphy, brand director at Pernod Ricard UK, said: “Absolut Wild Berri is an exciting new example of how the brand continues to embody and drive forward its values of being ‘Born to mix’ and offering consumers exceptional cocktails.

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“The launch brings with it new ways and occasions to enjoy the iconic flavour of Absolut, whether that’s with a wide range of mixers or in a cocktail, and we’ve used our expertise and passion to create a premium vodka that allows its natural berry flavours to shine through.”

The supplier will support the launch with paid social media and influencer marketing, as well as incorporating it into its ‘Born to mix’ campaign running throughout May and June.

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