Absolut Unlocks Opportunity to Enjoy Perfect Passionfruit Martini’s at Home and On-The-Go

Absolut is giving consumers the chance to enjoy the UK’s no.1 cocktail[1], the Passionfruit Martini, at home or on-the-go by offering a bar quality convenient ready-to-drink (RTD) format. Available now in Waitrose, before rolling out to other key grocers in April, the UK’s no.1 premium vodka[2] has been expertly mixed with natural flavours of zesty passionfruit and sweet vanilla to offer a sophisticated taste experience.

The refreshing and sparkling Absolut Passionfruit Martini RTD (5% ABV) is presented in a stylish 250ml can, featuring a gold silhouette of the brand’s iconic 18^th century medicine bottle for premium cues and on-shelf standout. Absolut is supporting the launch through social media, influencer activity, PR and in-store visibility to drive awareness and excitement around the new cocktail proposition.

The cocktail trend continues to boom in the UK and the much-loved Passionfruit Martini holds a 24% volume share of serve in the On-Trade[3]. In the Grocery channel, pre-mixed drinks are experiencing healthy value growth of +21%[4] and within this, Pernod Ricard UK’s range of RTDs[5] is growing ahead of the category at +26% in both volume and value sales[6].

Marnie Corrigan, Brand Director at Pernod Ricard UK, commented: “The popularity of vodka cocktails has accelerated and with two-fifths of consumers making cocktails at home[7], we’re confident that our new Absolut Passionfruit Martini RTD will exceed expectations for producing the perfect sparkling serve, every time. Absolut has become synonymous with the much-loved cocktail and it’s only natural that we’re launching a bar quality pre-mixed format. Of course in our opinion, it is an utterly delicious recipe and a great drink for enjoying at home with friends when you can’t make it out to your local trusted bartender.

Absolut Passionfruit Martini RTDs are available in 12 x 250ml cases at an RRP of £2.20 per can.