Absolut adds watermelon variety to range

Pernod Ricard UK has added a watermelon variety to its Absolut premium vodka range, available now with an RRP of £20.

The launch taps into the increased demand for watermelon-flavoured alcoholic drinks, which is growing by 63% year on year. 

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Absolut Watermelon has a slightly reduced ABV of 38% compared to other varieties in the brand’s range, making it an idea option for both a mixer and as a cocktail ingredient.

The supplier said “refreshing taste profiles” remain the most popular preferences for cocktails, while watermelon is a growing cocktail flavour trend, with Google searches for ‘watermelon cocktails’ having grown by 194% since July 2019. 

Watermelon is also among the top five preferred taste profiles for young adults (Gen Z), with strong associations with “fun and associated wellness properties”, and so Absolut Watermelon offers less than 99 calories per serving.

Overall, vodka remains the top spirits category in the UK off trade, and Absolut leads the charge as the number-one flavoured vodka range, growing at 49.2% in value. It also commands a 37% value share in the flavoured vodka sub-category.

The launch will be supported by partnerships and influencer activity to engage with Absolut’s core audience of 18-34-year-olds. In-store PoS is also available for convenience retailers.

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Chris Shead, off Trade channel director at Pernod Ricard UK, said: “We know shoppers have been experimenting with serves at home more than ever, which has driven rapid growth of the flavoured vodka category.”

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