Absolut is making its debut in the canned ready-to-drink market with the launch of two-strong range Absolut Mixt.
The premium vodka brand will roll out the 5% abv premix this month in a slimline 250ml can (rsp: £2) – in a move to “diversify and premiumise” the RTD category, which last year lost 2.2% in value sales to £227.1m [Nielsen 52 w/e 8 October 2016].
Cloudberry & Apple and Blueberry & Lime variants combined “classic Scandinavian berries with familiar and popular UK fruit flavours” and would tap “the ‘Scandi’ trend now firmly established in UK culture,” said head of marketing Adam Boita at brand owner Pernod Ricard.
With the introduction of Absolut Mixt, the drinks supplier hoped to “encourage consumers to trade up to a premium core spirit”, added Boita. “The striking, bold and simple packaging design will cut through the extensive choice currently available to shoppers and fill the major gap in the market for a premium vodka RTD can.”