Responding to a perceived consumer demand for flavoured vodka, Absolut has launched its latest variant, Absolut Lime.
Following the launch of Absolut Citron, it’s taken the vodka brand 30 years to introduce its latest citrus offering. However, as lime-flavoured vodka represents 11% volume share and 10% value share of the total flavoured vodka market and is worth £13.7m, it’s not hard to see why.
Adam Boita, Head of Marketing at Pernod Ricard UK, crunched the numbers a bit further. “We have found that 2.5% of Pernod Ricard UK’s growth comes from introducing new products to market, and with Absolut outperforming the vodka category in the off-trade (+11.2% by volume, +10.9% by value), the launch of Absolut Lime will continue to support this growth.”
Absolut Lime (40% ABV) is available now with an RRP of £18.75 for a 70cl bottle.