Absolut expands flavoured vodka range with Passionfruit variant

Absolut has added a new Passionfruit variant to its range.

Leading flavoured vodka brand said the new flavour- a tropical flair of passionfruit with an exotic fruity twist – lends itself to various drinking occasions.

With one-third of consumers typically drink cocktails that are passionfruit flavoured whilst out, the brand said the new flavour will give them the ease and ability to re-create their favourite on-trade drinks at home.

“Absolut is a pioneer of new and exciting drinks, and Absolut Passionfruit is the flavour to quench the growing demand for passionfruit flavoured cocktails and mixed drinks,” commented Raja Banerji, marketing director at Pernod Ricard UK.

“With three in five Absolut flavoured vodka drinkers stating they would buy Absolut passionfruit, and Absolut commanding a 40 percent share of the flavoured vodka market in the off-trade, this launch is primed to elevate existing drinking occasions just in time for summer.”

Absolut Passionfruit is available in 70cl format (RRP £20) and will be rolling out to the wider on- and off-trade from April, after launching in Asda this month.