Drinks company Pernod Ricard has added Absolut Lime vodka to its US product portfolio, complementing Absolut Citron and Absolut Mandrin on supermarket shelves across the US, Just-Drinks.com has reported.
The company hopes that this new addition will pique the interest of millennials, in particular, with advertising for the SKU focusing on its Nordic source.
"Like every drop of Absolut Vodka found anywhere in the world, the new flavour is produced in a small village in southern Sweden named Ahus. Ahus is Absolut's 'One Source', where high-quality ingredients come from ... within a ... 75-mile radius,” Pernod says.
The French drinks company hopes to raise the profile of Absolut Lime through its sponsorship of the Grammy Awards on 12 February.
It recently set itself the target of boosting Absolut’s popularity among younger drinkers.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
