Absolut taps into watermelon trend

Absolut Watermelon

With demand for watermelon-flavoured alcoholic drinks growing 63% in the last year, Pernod Ricard has rolled out Absolut Watermelon.

The launch is supported by consumer PR, content partnerships and influencer activity to engage with Absolut’s core audience of 18 to 34-year-olds and demonstrate the versatility of the liquid through creative serve suggestions. Point of sale material is also available.

The new variant is fresh and fruity, with natural sweetness and no artificial flavouring. It has a slightly reduced ABV of 38% for an enhanced flavour profile and offers less than 99 calories per 45ml serving.

Chris Shead, Off-Trade Channel Director for Pernod Ricard UK, commented: “We know shoppers have been experimenting with serves at home more than ever, which has driven rapid growth of the flavoured vodka category. We want to continue this momentum by adding to our range with a flavour we know consumers will love. Bursting with the refreshing taste of watermelon that creates the most delicious cocktails, Absolut Watermelon is primed to become this summer’s must-have drink.”

Absolut Watermelon is available now in a 70cl format from major wholesalers, RSP £20.