Absolut adds some fruit

Absolut watermelon

SUMMER is edging closer every day, and to get consumers in the mood Pernod Ricard has launched a new watermelon variant to its Absolut brand.

Absolut Watermelon is available in 70cl bottle and has an ABV of 38%. The launch is being supported by in-store POS material, content partnerships, and PR and influencer activity.

Pernod Ricard has recommended pairing the new spirit with lemonade and a slice of lime, in a spritz or as a cocktail ingredient.

Chris Shead, off trade channel director for 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. We want to continue this momentum by adding to our range with a flavour we know consumers will love. Bursting with the refreshing taste of watermelon that creates the most delicious cocktails, Absolut Watermelon is primed to become this summer’s must-have drink.”