Absolut Grapefruit targets summer drinking occassions with new bittersweet flavour

The new addition to Absolut’s leading flavoured vodka range contains no added sugar and provides the perfect taste of summer whatever the season

Absolut Grapefruit is the latest citrus offering from the UK’s number one flavoured vodka brand[1], with a fresh taste containing the distinct note of pink grapefruit and a well-balanced natural sweetness. Made with natural flavours and no added sugar, Absolut Grapefruit is perfect for those looking for something refreshing and free from artificial flavour.

Best served with premium tonic, garnished with a wedge of fresh pink grapefruit, is the perfect way to enjoy Absolut Grapefruit on a hot summer’s day. However, in-keeping with the brand’s existing flavour range, it can also be used to create a wide variety of summer cocktails.

Absolut is known for its flavours claiming the number one flavoured vodka in both the on- and off-trade; Absolut Vanilia and Absolut Raspberri respectively[2]. Super Premium Grapefruit Vodka is growing twice as fast as the flavoured vodka category in volume[3], making this new offering the ideal way for retailers to capitilse on this growing consumer trend.

Absolut Grapefruit is ideal for enjoying with friends in the relaxing moments as day turns into night, and is sure to bring a burst of summer with every sip. Specifically targeting summer cocktail occasions and aperitif moments, it offers a light and refreshing flavour that will quench the growing thirst for bittersweet drinks[4].

Chris Richards, Head of Marketing for Absolut, comments: “Absolut Grapefruit taps into summer flavour trends and the growing demand for simple serves. The Grapefruit and Tonic is a refreshing, quality serve with a naturally fruity twist.’

Absolut is proud to have been flavouring the vodka category since 1986 and has a long standing heritage creating high quality products with natural flavors and no added sugars. Absolut uses the highest quality natural ingredients to make its products. Its unique One Source production philosophy ensures superior quality vodka for Absolut flavours. Absolut take responsibility for the entire production from seed to bottle, to create a better world and a better vodka.

Absolut Grapefruit is available in 70cl format exclusively in Tesco from 20th May 2019 with an RRP of £19.45.

[1] Nielsen Flavoured Vodka, Total Coverage, Period Ending: WE 23.03.19

[2] Brand team, please insert latest source.

[3] CGA Nielsen 52 WKS up to 8th Sept 2018 vs previous period

[4] Future Forecast: Ingredient and Flavour Trends 2018”  Bevnet Article published 16/02/2018