Absolut is looking to plug what it sees as major gap in the ready-to-drink (RTD) market with the launch of Absolut Mixt.
The new range of premium vodka cans is available in two varieties: Cloudberry & Apple and Blueberry & Lime.
The launch comes as the RTD cans category experiences exceptional value growth of +12.2%.
“Absolut Mixt has been created to encourage consumers to trade up to a premium core spirit,” said Adam Boita, Head of Marketing at brand owner Pernod Ricard UK. “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.”
Available across the off-trade from June 2017, both variants of the new slimline cans come in 12 x 250ml cases at an RSP of £2.