In a launch intended to elevate the flavoured vodka category above and beyond fruit, Pernod Ricard has unveiled its new honey flavoured vodka, Absolut Hunni, which is landing in the on-trade and retail from this month onwards.
Described as brand new and exclusive to the UK, Absolut Hunni is made exclusively with natural flavour, contains no added sugar and is said to deliver a premium, sweet vodka with a distinct flavour of golden honey, at ABV 38%, providing a ‘smooth, delicious taste that mixes perfectly with lemonade’.
The latest consumer research found that 60% of UK vodka drinkers choose lemonade as their mixer of choice, and identified honey as an emerging flavour profile in the UK spirits market – so the Absolut Hunni & Lemonade order should be one to watch out for in 2024.
The bottle’s distinctive packaging ensures it stands out within the Absolut portfolio, and the wider category, with bold black and yellow stripes emulating those of a honeybee.
Commercial director for Pernod Ricard UK, Ian Peart, said: “Absolut Hunni is our Queen Bee for 2024, providing flavoured vodka fans with a new and exciting flavour profile to sip and enjoy with friends either at home or in the on-trade.
“For the on-trade, we know flavoured martinis are enjoying their time in the sun as the UK’s fifth most popular serve, and our Absolut Hunni Lemondrop Martini offers a balanced yet sweet, zesty serve that will ensure customers aren’t stung when ordering at the bar.”
The launch of Absolut Hunni will be supported by a 360° marketing campaign, including media, influencer and PR campaigns, as well as in-store and in-venue point of sale materials.
