Absolut, the UK’s number one Premium Vodka[1], has launched a delicious new variant with a fruity watermelon zing. Absolut Watermelon celebrates one of the most refreshing flavours of the season, tapping into the increased demand for watermelon flavour alcoholic drinks, which has grown +63% YoY[2]. The tropical thirst quencher will be available on-shelf from 15th March.

The crystal-clear liquid of Absolut Watermelon is fresh and fruity, with natural sweetness and no artificial flavouring. Its intense aroma and complex notes of watermelon offers versatility across a wide range of serves including mixed simply with lemonade and a slice of lime or in a spritz. Absolut Watermelon has a slightly reduced ABV of 38% for an enhanced flavour profile, making it the perfect mixer and cocktail ingredient.

Refreshing taste profiles remain the most popular preferences for cocktails[3], whilst watermelon is a growing cocktail flavour trend with Google searches for ‘Watermelon Cocktails’ growing +194% since July 2019[4]. Watermelon is also amongst the Top 5 preferred taste profiles for Gen Z, with strong associations with fun and associated wellness properties[5], and Absolut Watermelon offers less than 99 calories per serving*.

Vodka remains the top Spirits category in the UK Off-Trade and Absolut leads the charge as the No.1 flavoured vodka range, growing +49.2% value in the thriving category[6]. Absolut continues to add value to the flavoured vodka category as the brand dominates with a 37% value share[7].

Chris Shead, Off Trade Channel Director for Pernod Ricard UK, comments: “We know shoppers have been experimenting with serves at home more than ever, which has driven rapid growth of the flavoured vodka category. We want to continue this momentum by adding to our range with a flavour we know consumers will love. Bursting with the refreshing taste of watermelon that creates the most delicious cocktails, Absolut Watermelon is primed to become this summer’s must-have drink.”

The launch will be supported by consumer PR, content partnerships and influencer activity to engage with Absolut’s core audience of 18-34 year olds and demonstrate the versatility of the liquid through creative serve suggestions. Absolut will also drive standout with vibrant point of sale in-store at the last three feet

Absolut Watermelon will be available in a 70cl format from 15th March in Tesco, and across other major supermarkets from April. It is also available now for convenience retailers through major wholesalers, RRP £20.

[1] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

[2] GNPD Mintel Q1 2019

[3] CGA Mixed Drinks Q1 2020

[4] Google Trends

[5] Radius Alcohol Trends & Innovation Watermelon 2019 Report

[6] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

[7] AC Nielsen | Total Off-Trade Value | MAT to 02.01.21

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