Interbrew UK is taking a risk on the declining RTD (ready-to-drink) market with the off-trade launch of Absolut Cut.
Combining vodka with lime, orange and mandarin flavours, the 5.5% Absolut Cut is rolling out to retailers from August after its debut in style bars last year.
The brewer’s previous forays into RTD included vodka-based Boru Black, which was withdrawn amid a continuing slump in the category, and Vodka Square, which is in the process of being phased out.
Interbrew believes a growing taste for premium spirits and the adult qualities of Absolut Cut will drive sales. It is backed with a £3m marketing spend.
Take-home sales MD Staurt MacFarlane said it had listings with major retailers. The 275ml bottle (rsp: £1.39) has the same shoulder and neck design as the parent brand, with embossed cuts for added sophistication.