Pernod Ricard is driving premium vodka into the pre-mix category with Absolut Mixt, which is available to convenience retailers this month.
The range combine Scandinavian berries with popular UK fruits to create two flavours, Cloudberry & Apple and Blueberry & Lime. The flavours are available in 250ml cans, RRP £2.
Adam Boita, head of marketing at Pernod Ricard, said the launch would encourage pre-mix shoppers to trade up to premium spirits.
“The Scandinavian Berries will appeal to those wanting to try something new, particularly with interest in Scandinavian lifestyles now firmly established in UK culture,” he added.
Maximise your alcoholic beverage sales this summer with our guide or by stocking up on ice lollies.
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