ABSOLUT ENTERS INTO THE READY-TO-SERVE CATEGORY WITH NEW ABSOLUT COCKTAILS LINE

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Feb 06, 2024, 08:00 ET

Absolut's latest innovation allows for easy hosting occasions with bar-quality cocktails without taking away from time shared with family and friends

NEW YORK, Feb. 6, 2024 /PRNewswire/ -- As a brand born to mix, Absolut is entering the Ready-to-Serve category with its new Absolut Cocktails line with flavors Vodka Mojito and Raspberry Lemonade. As the #1 premium imported vodka¹, Absolut's latest mixology innovation delivers bar-quality cocktails that are refreshingly tasty with a twist and in a convenient format that saves the time and preparation that goes into making cocktails.

"With prepared cocktails as the fastest growing spirits category, trending to overtake wine and spirits this year², we're excited for Absolut to officially enter into the Ready-to-Serve space," said Reshma Dhati, Senior Brand Director of Marketing, Absolut. "We're giving time back with family and friends, without sacrificing on the bar-quality cocktails that Absolut is known for."

Through consumer research³, Absolut saw very strong performance with Raspberry Lemonade and Vodka Mojito cocktails. In the flavored vodka space, Vodka Lemonades are performing strongly in the market⁴and a signature cocktail that the brand is mixed with.

These classic beloved RTS cocktails (with 15% ABV) have a light and sweet twist and offer a convenient multi-serve format (5 servings per bottle) that's perfect for sharing or enjoying at home - on the rocks or chilled neat. More on the flavor profiles:

The Vodka Mojito Cocktail combines Absolut's premium vodka with natural lime and mint flavors and simple syrup for a perfectly balanced and refreshing taste. Garnish with mint.
The Raspberry Lemonade Cocktail combines Absolut's premium vodka with natural raspberry and lemon flavors and simple syrup for a delicious and smooth cocktail experience. Garnish with raspberries and lemon wedge.

Absolut's Ready-to-Serve Cocktails are available now in 750mls for an SRP of $18.99 at select retailers nationwide. To learn more, follow @absolutus.

*Sources:
¹Source (by volume in the US): Nielsen AOC + Liq Plus L52W through 04/08/2023
²SSG HD Demand; IWSR The Future of RTDs Strategic Report; IWSR Drinks Market Analysis 2022; $ Volume - Nielsen Total US x AOC + Liquor Plus L52 W/E 11/19/22
³Pernod Ricard Black Widow LPO: RTD/RTS & Hard Seltzer BASES Line & Price Optimizer)
⁴Power BI Absolut Brand Dashboard Nielsen: Top Innovation Products $ Sales

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Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código Tequila, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Jacob's Creek, Kenwood Vineyards, Campo Viejo and Brancott Estate; and such exquisite champagnes and sparkling wines as Perrier-Jouët Champagne, G.H. Mumm Champagne and Mumm Napa sparkling wines.

Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com.

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SOURCE ABSOLUT