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product news: Absolut enters RTD market

John Wood ·

Premium vodka brand Absolut is entering the ready-to-drink (RTD) market with a range of premium cans called Absolut Mixt.

The new slimline cans are availble in two varieties, which combine Scandinavian berries with familiar UK fruit flavours: Cloudberry & Apple and Blueberry & Lime.

Adam Boita, head of marketing at Pernod Ricard UK, explained: “Absolut Mixt has been created to encourage consumers to trade up to a premium core spirit. 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.

“The cans tested extremely well with consumers, who loved the unique flavour combinations and stylish can design. The Scandinavian berries will appeal to those wanting to try something new, particularly with the ‘Scandi’ trend now firmly established in UK culture, from TV series to fashion and health trends.”

Both variants of the new slimline cans come in 12 x 250ml cases with an RRP of £2.

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