Absolut mixes it up

Absolut range refresh

PERNOD Ricard has relaunched the Absolut flavoured vodka range with a new look and reformulated liquid.

Transparency is at the heart of the redesign, with product information – including ingredients, ABV and a bigger font for the Absolut logo – featuring prominently on the front of the bottle.

Pernod Ricard said the reformulation of flavoured Absolut should provide consumers with a more authentic taste.

Absolut Raspberri, Vanilia, Passionfruit, Watermelon, Mango and Pear variants all have a lower ABV of 38%. Citron, Lime and Mandrin remain at 40% ABV.

Pernod described the change as Absolut’s biggest shake-up since its birth in 1979.

Marnie Corrigan, brand director at Pernod Ricard UK, said: “The range refresh pays homage to the brand’s provenance, authenticity, and progressive DNA, and as a brand famous for elevating cocktails, social moments, and driving social change,

“Absolut’s bold new look is sure to raise the bar and inspire creativity for any cocktail lovers, mixologists in the making and those with a passion for great tasting drinks.”