Pernod Ricard is adding Espresso Martini and Strawberry Spritz varieties to its Absolut Cocktails ready-to-drink (RTD) range.
Each line has a 5% ABV and comes in a 250ml can with an RRP of £2.50. Their launch follows the individual launch of Passionfruit Martini last year, and they are available to convenience retailers from wholesalers including Bestway Wholesale and Dhamecha.
Currently, RTDs is the highest value-gaining category, up by 4.6%, and vodka-based RTDs represent 34% of total spirit-based RTD sales in the UK.
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Chris Shead, off-trade channel director at Pernod Ricard UK, said: “As the pre-mix can category experiences rapid growth, we want to be a leader within the premium RTD cocktail category, as we are in the premium spirits category. Absolut is ‘Born to mix’ and we’re excited to see two new cocktail RTDs join Absolut Passionfruit Martini following its successful launch last summer. The new range offers consumers a premium cocktail experience, at an affordable price, in the convenience of a can that is perfect for pre-drinks and party drinks.”
The supplier will support the range with sampling activity across cities and festivals this summer including Mighty Hoopla and On The Beach. There will be an interactive disco can, which consumers can spin to win a variety of prizes. These include cans, cross-body cool bags which can store three RTDs, bar tabs and festival tickets.
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