Absolut Extends Flavours Range with Launch of Absolut Cherrys

01 Oct 2014 --- Absolut plans to inject even further growth in to the flavoured vodka category with the introduction of a great-tasting new addition to the portfolio, Absolut Cherrys.

Launching on October 9th, the cherry flavoured vodka will be available across all channels and features a striking and modern bottle design, giving it strong visibility on shelf.

Absolut continues to maintain the number one position in premium flavoured vodka and is growing at 27.7%, ahead of the flavoured vodka market at 4.2%, which puts the brand in an ideal position to drive further growth and innovation into the competitive flavours market with the launch of Absolut Cherrys.

Absolut Cherrys is made using 100% natural flavours and as with the existing flavours range, contains no added sugar. The taste is fresh, fruity and smooth, with hints of ripe berries and a natural sweetness. It is an extremely versatile flavoured vodka that can add an exciting twist to cocktails. Shoppers looking for a simple cocktail option to make at home can enjoy Absolut Cherrys as a long mixed spirit drink with cola over ice and garnish.

The launch will be supported in-store via POS material, including a neck collar that will provide shoppers with recipe inspiration and information about the brand new cherry flavour.

“Absolut Cherrys is a great new addition to our flavours family. Cherry is such a popular flavour that’s ideal for mixing and shows how we are continuing to innovate within the flavoured vodka segment. We’re driven by a passion to transform – to find new and exciting combinations that inspire consumers and bartenders alike to create great tasting cocktails. This, combined with the success of our existing flavour variants, means we are confident that the addition of Absolut Cherrys will contribute to overall category growth for flavoured vodka and drive incremental sales for retailers,” says Adam Boita, marketing controller, Pernod Ricard UK.

October will also see a new bottle design for an existing flavour within the range, Absolut Vanilia, featuring an eye-catching cross in white paint across the front of the bottle.

The striking bottle design for Absolut Cherrys and Absolut Vanilia is in-keeping with the brand’s heritage within the art world, which dates back to 1984. Over the last thirty years, this artistic influence has contributed to its transformation into one of the world’s most iconic and innovative vodka brands and shoppers now seek these new designs as collector items, rather than simply products.