New flavour of RTD cans released
REFRESHMENT is what consumers want on summer drinking occasions and Absolut reckons it has the solution for the season.
The vodka brand has extended its RTD premix can range with the roll out of Absolut Mixt Raspberry & Lemon.
Absolut parent firm Pernod Ricard UK hopes the sparkling RTD will capitalise both on growth in the premix can subcategory and the unusually warm weather consumers have enjoyed so far this year.
Adam Boita, head of marketing at Pernod Ricard UK, quoted figures from Nielsen which show RTD cans enjoying growth of 16.1% in the off-trade, with Raspberry & Lemon stable mate, flavoured vodka brand Absolut Raspberri, said to be enjoying value growth of 26.1%.
Consumers loved the flavour and stylish look of the can during testing so we’re urging retailers to stock up.
He said: “Absolut Mixt provides a huge opportunity to diversify and premiumise the category, as vodka RTDs are still under-represented.”
“Consumers loved the unique flavour and stylish look of the can during testing, so we’re urging retailers to stock up and make the most of the heatwave we’re currently experiencing.”
Available across the off-trade at RRP £2 per 250ml can, Absolut Mixt Raspberry & Lemon joins Cloudberry & Apple, and Blueberry & Lime flavours in the Mixt range.
The launch of Absolut Mixt Raspberry & Lemon coincided with the brand’s ‘Kiss With Pride’ project in support of the LGBT community, to raise awareness that same-sex relationships are still illegal in 72 countries.
Pernod Ricard pledged to donate £1 to LGBT charity Stonewall for each person to use its #kisswithpride Snapchat lens.
