UK supermarket shelves will be stocked with the lime-flavoured version of vodka brand Absolut, according to Just-Drinks.com.
The SKU was recently made available in US supermarkets, where the French drinks company hopes that the new product-portfolio addition will pique the interest of millennials in particular, with advertising for it focusing on the brand’s Nordic source.
Thirty-eight percent of the UK vodka market is allocated to flavoured vodka, according to CGA Strategy statistics.
Adam Boita, head of marketing for Pernod’s UK division, said, "We have found that 2.5% of Pernod Ricard UK's growth comes from introducing new products to market.
“With Absolut outperforming the vodka category in both the on (+7.3% by volume, +10.8% by value) and off-trade (+11.2% by volume, +10.9% by value), the launch of Absolut Lime will continue to support this growth."
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.