Absolut has launched its take on the nation’s favourite cocktail – the Passionfruit Martini – in a ready-to-drink format.
Absolut Passionfruit Martini RTD (5% ABV) is presented in a stylish 250ml can that features a gold silhouette of the brand’s iconic 18th century medicine bottle. It combines the brand’s premium vodka with the flavours of zesty passionfruit and sweet vanilla for “a sophisticated taste experience”.
Absolut is supporting the launch through mass-reaching media throughout June and July, presence at summer festivals, and PR and influencer gifting to drive awareness and excitement around the new cocktail proposition.
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, 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.”
Absolut Passionfruit Martini RTDs are available in cases of 12 x 250ml, with an RSP of £2.20 per can.
