Absolut launches new RTD
By Andy Young
Absolut Vodka has launched Absolut Botanik a new range of premium RTDs which are exclusive to Australia.
The new range has three flavours: Berry Lime, Berry Pear and Berry Apple, all of which are now available in both can and bottle format. The new drink is lightly sparkling and each flavour has a 5.7 per cent ABV.
Absolut, which is owned by Pernod Ricard has said that the launch will be supported by a multimillion-dollar through-the-line activity which will be aimed at driving awareness and trial of the NPD.
Julien Hemard, managing director, Pernod Ricard Pacific, said: "This is one very exciting product that is set to shake up the light RTD category, recruiting new consumers into the category and into the trade mark of Absolut."
Anne Martin, marketing director Pernod Ricard Australia added: "Absolut Botanik brings something new and exciting to the market.
"We are driving awareness and large scale trial for Absolut Botanik this Spring and Summer with a variety of innovative activities that will engage millennials. We’re sure that the taste, packaging and convenience this product delivers will be key to its success, in Australia."
Absolut Botanik is available from all leading off-trade retailers across Australia now in 4-packs, with an RRP of $21.99.