Pernod Ricard UK has launched Absolut Passionfruit Martini in a ready-to-drink (RTD) format.
The RTD (5% ABV) is available in a 250ml can at an RRP of £2.20 from wholesalers including HT Drinks, Crown Cash & Carry, Parfetts and United Wholesale in cases of 12.
The can features a gold silhouette of Absolut’s 18th century medicine bottle to denote its premium status and highlight its position on-shelf.
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Pernod Ricard launched the new variety in response to the popularity of the Passionfruit Martini cocktail in the on-trade, where it has a 24% volume share of serve.
Additionally, Pernod Ricard’s RTD range is seeing value sales growth of 16%, growing ahead of the overall category’s 14% value sales growth.
There will be social media and influencer activity supporting the new RTD and it will also appear at summer festivals.
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