SPIRITS giant Pernod Ricard has further bolstered its vodka portfolio, expanding its Absolut range with the introduction of a new flavoured variant.
Launched earlier this month, Absolut Cherrys is said to be a fruity and smooth vodka with “hints of ripe berries and a natural sweetness”.
Pernod Ricard suggested the new cherry variant could be served as a long drink with cola over ice, or used in cocktails such as the Cherry Sherbert.
On-trade support for Absolut Cherrys includes bespoke glassware and a range of cocktails created by Absolut brand ambassador Ricardo Dynan.
Adam Boita, marketing controller at Pernod Ricard UK, said Absolut Cherrys is “a great new addition to our flavours family”.
“Cherry is such a popular flavour that’s ideal for mixing and shows how we are continuing to innovate within the flavoured vodka segment,” said Boita.
“We’re driven by a passion to transform – to find new and exciting combinations that inspire consumers and bartenders alike to create great tasting cocktails.
“This, combined with the success of our existing flavour variants, means we are confident that the addition of Absolut Cherrys will contribute to overall category growth for flavoured vodka and drive incremental sales for bar owners.”
The launch of Absolut Cherrys this month coincides with the introduction of new packaging for existing variant Absolut Vanilla.