Absolut has added a new Raspberry & Lemon flavour to its ‘Mixt’ range of canned RTDs.
The 5% abv drink brings the Mixt range to three, and would provide “a huge opportunity to diversify and premiumise the category, as vodka RTDs are still under-represented,” said Pernod Ricard UK head of marketing Adam Boita [rsp: £2/250ml].
“Consumers loved the unique flavour and stylish look of the can during testing.”
The launch comes as canned RTDs continue to dominate traditional ‘alcopop’-style drinks in the nation’s BWS aisles.
Absolut’s Mixt range launched last summer and has racked up some £400k in value sales so far [Nielsen 52 w/e 21 April 2018].