Introducing Absolut Juice Rhubarb Edition

Following last year’s successful launch of its Juice Edition range, Absolut is adding this year’s hottest flavour to its range of Swedish vodka mixed with real fruit juice

Absolut, the UK’s number one premium vodka brand[1], is continuing to open up new daytime drinking occasions for the vodka category with the launch of Absolut Juice Rhubarb Edition. Combining Swedish vodka and real fruit juice, the new flavour is best enjoyed on a long summers afternoon with friends, served with tonic and garnished with a lemon slice or in a summer spritz. 

Blush pink and bittersweet in flavour, Absolut Juice Rhubarb Edition is easy to mix and fresh in both aroma and taste, providing smooth and well-balanced sweetness. Rhubarb flavoured products have seen consistent growth in the on and off trade over the last year, with pink liquid continuing to drive consumer demand. Rhubarb flavoured spirits have seen 221% value growth year on year and there has been a 350% increase in searches for Rhubarb products[2].

Absolut Juice Edition has performed well since launch, bringing in a new generation of spirit drinkers into the Absolut brand and wider vodka category; adding 92% incremental sales value to the total flavoured vodka category, 71% incremental sales value to total vodka category and 61% incremental sale value to spirits category[3].

Chris Richards, Head of Marketing for Absolut, comments: “Absolut has a proven track record of innovation and is continuing to build on this with the addition of Absolut Juice Edition Rhubarb. The Absolut Juice range has delivered incremental value to the category by extending consideration of Vodka into more mid-tempo occasions. It appeals to a different consumer and consumption moment verses the core Absolut flavours portfolio; which fits more with high-tempo night time occasions, whereas Absolut Juice is there for  more lower-tempo outdoor moments.”

Absolut Rhubarb is available in 50cl format (RRP £16) across the grocery channel via a staggered launch: Tesco from May 2019, Asda from June and Sainsbury’s and Morrisons from September 2019.

[1] Nielson Premium+ Vodka, Total Coverage, Period Ending: WE 23.03.19

[2] Self Servce Spend on all drinks with rhubarb as all or part of the flavour 52we 19/01/2019 vs. YA (Nielsen Scantrack Value %Chg YA 52we 05/01/19 vs. YA for all spirits with rhubarb as all or part of the flavour

[3] Shopper loyalty data, profile 8^th April 18 – 6^th April 19, shopper loyalty data, gains and loses 1^st July 18 – 6^th April 19 vs previous year