March 17, 2023
Absolut debuts vodka made to shot
Pernod Ricard-owned Absolut has introduced a trio of new bottlings, including the first in a series of vodkas made for shots.Absolut Wild Berri, Absolut Nights Smoky Piña, and Absolut Sensations Tropical Fruit are new additions to the brand’s vodka collection. The Wild Berri will be added to Absolut’s flavoured range, while Smoky Piña is the first in a new series of premium shot drinks. Meanwhile, Sensations Tropical Fruit is the first in a new collection of mid-level strength of vodka, presented at 20% ABV. Elin Furelid, director of product portfolio and innovation, said: “The Absolut portfolio has been refreshed to deliver innovation across three different ranges, with tastes that are authentic and inspiring, offering our consumers exceptional new experiences. The launches bring with them new ways and occasions to enjoy the iconic flavour of Absolut to meet the changing tastes of consumers, whatever the occasion.” The Smoky Piña boasts flavours of smoky pineapple and chilli flavour, completed with a spicy finish. The Sensations bottling presents notes of tropical fruit and Szechuan pepper. The Wild Berri, launching in 16 markets this year, clocks in at 38% ABV and has a palate of blueberries, blackberries and wild strawberries. Charl Bassil, vice-president of marketing, added: “We constantly strive to better understand the needs and attitudes of our consumers around the globe with the obsession to provide quality Absolut products that elevate the mix. "Subsequently, we continue to explore innovations that expand our product portfolio. These exciting new additions to the Absolut family are created to offer our consumers drinks for all occasions – and they mark the next phase of our mission to champion quality drinks for our consumers.