Absolut to introduce new cherry-flavoured vodka in UK

Absolut Cherrys

Absolut is expanding its range of flavoured vodkas in the UK with the introduction of a new cherry variant.

Launching on October 9, Absolut Cherrys is made using 100% natural flavours and, as with the existing flavours range, contains no added sugar. The taste is fresh, fruity and smooth, with hints of ripe berries and a natural sweetness.

It has a striking and modern bottle design, giving it strong visibility on the back bar. This month will also see a new bottle introduced for Absolut Vanilia, featuring a cross in white paint across the front.

The designs for the two flavoured vodkas are in keeping with the brand’s heritage within the art world, which dates back to 1984.

Absolut Cherrys will be promoted as an ingredient for cocktails such as a Cherry Sherbet, which combines 50ml of the cherry-flavoured vodka with 50ml of citric syrup in a coupette, stirred and garnished with a cherry.

For a long mixed spirit drink, Absolut Cherrys is recommended for serving with cola over ice and garnished with an orange wheel.

The UK launch will be supported in the on-trade with bespoke Absolut Cherrys glasses and a range of cocktails created by Absolut brand ambassador Ricardo Dynan.

Adam Boita, marketing controller for Absolut at Pernod Ricard UK, said: “Cherry is such a popular flavour that’s ideal for mixing and shows how we are continuing to innovate within the flavoured vodka segment.”

Absolut is the leading premium flavoured on-trade vodka. Worth £20.1million, it has a 41% market share, and is growing at 2%.

Adam added: “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.”

For more recipes, visit www.absolutdrinks.com/cherrys.

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