Absolut is tapping into the cocktail craze with the launch of a 35% abv blend of vodka and fruit juice.
Pitched as “perfect for mixing with soda”, Absolut Juice Edition will roll out next week in Strawberry and Apple flavours, “inspired by the Swedish seasons” said the brand.
The 500ml bottles (rsp: £16) will feature a paper label for the first time in the brand’s history, with a clear call to action to reuse the bottles as candle holders or vases.
The tipple would appeal to “increasingly health-conscious” consumers who favoured “brands with natural ingredients,” said Chris Shead, channel director for grocery at Pernod Ricard UK.
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