Absolut is extending its range of flavours with a Passionfruit variety.

Available in a 70cl bottle, RRP £20, Passionfruit is aimed at the 33% of consumers who typically drink passionfruit flavoured cocktails when at a bar.

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Raja Banerji, Pernod Ricard marketing director, said: “With three in five Absolut flavoured vodka drinkers stating they would buy Absolut passionfruit, and Absolut commanding a 40% share of the flavoured vodka market in the off-trade, this launch is primed to drive sales just in time for summer.”

Absolut’s flavoured range holds the number-one spot for flavoured vodka in the shops, with Absolut Raspberri ranking as the number-one line.