Pernod Ricard has unveiled a redesign of its Absolut fruit-flavoured vodka range, which will start rolling out in August.
The new look marks a deliberate move away from conventional fruit imagery employed by spirits, Absolut said, to mark the brand’s position as “premium, contemporary and progressive”.
The abstract designs are based around “symbolism and myths” of the fruits ingredients, the company said. Absolut pears and Absolut Raspberri will be the first to hit shelves in August 2013, with the remaining flavours in the range following through 2013 and 2014.
“We believe they will reinforce our position as creative leader and have unique stand-out on shelf or on back bar displays,” marketing controller for Pernod Ricard UK Adam Boita said.
Sales of Absolut have been booming, up 25% by value overall [Nielsen Scantrack MAT to 27 April 2013], with flavoured variants showing strong growth, albeit of a lower base. Absolut Raspberri, the best-selling variant, saw value share up 7.1% compared to last year, but strongest growth came from Absolut Citron, up 38.2% by value, off volumes up 29%.