Published On 03/06/2017

ABSOLUT BRINGS A FRESH CITRUS TWIST TO THE FLAVOURED VODKA CATEGORY

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  • The UK’s number one premium and flavoured vodka continues to bring innovation to the category with the launch of Absolut Lime
  • Absolut flavours are driving market growth, accounting for 38%[1] value share of the total flavoured Vodka category in the UK and the launch of Absolut Lime will continue to support this
  • With its versatile flavour, Absolut is championing hero serves such as the classic vodka, lime and soda and the Caipiroska with its latest launch

Absolut, the leader in flavoured vodka, is continuing to drive category growth with the launch of its latest innovation, Absolut Lime (RRP: £18.75). With over 82%[2] of consumers regularly drinking citrus cocktails, Absolut has tapped into this popular trend to reveal its new recipe for lime flavoured vodka, made with natural ingredients. With lime drinks showing strong traction with drinkers, Absolut Lime has been developed in response to evolving consumer demand for a fresh tasting, flavoured vodka.

With its strong versatility and broad preference, lime flavoured vodka represents 11% volume share and 10% value share of total flavoured vodka and is worth £13.7 million1. Absolut identified this huge opporutnity and as a result, created Absolut Lime to excite and invite further shoppers to the category.

 

[1] CGA Total On-Trade MAT to 31.12.16, Nielsen Total Off-Trade MAT to 31.12.16, CGA Mixed Drinks Report April 2016

[2] CGA Mixed Drinks Report April 2016

Packshot of Absolut Lime

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