Absolut is reaching out to Bloody Mary drinkers with its latest partnership, which features neck collars holding miniature bottle of Tabasco Sauce.
In the convenience channel, the promotion will be available from One Stop stores.
Recent figures indicate a strong position for Absolut in the off-trade, with the brand growing in value at +16%. Premium spirits are performing well overall in terms of value (+8.7%), accounting for 98% of the overall category’s value gains.
Lucy Bearman, Head of Customer Development at Pernod Ricard, explained: “The brunch occasion is becoming increasingly popular and we’re seeing more and more consumers choosing to re-create their favourite brunch cocktails at home. Bloody Marys spiced with Tabasco Sauce are a classic cocktail choice, featuring within the top 15 purchased in the on-trade, and the variations shoppers can make at home are endless.
“Premium space on-shelf is becoming increasingly crowded and this on-pack promotion is designed to increase stand-out, as well as adding value for our loyal customers, so we can’t wait to see stock fly off the shelves.”
Absolut Original with Tabasco Sauce neck tag is available in One Stop stores from the end of May, and has an RSP of £19.45 for a 70cl bottle.