Absolut Vodka has announced the launch of the latest variety in its range – Absolut Gräpevine.
Combining the flavours of grape, dragon fruit and papaya, Absolut Gräpevine will initially be launched in the US and global travel retail before a gradual roll-out in selected markets.
According to Louis de Fautereau, global marketing director at The Absolut Company, the new product is a direct response to the growing demand for flavoured spirits to add a twist to classic cocktails.
“The interest in cocktails is a steadily growing trend and therefore there is a great demand for products which combine various flavours and are simple to mix,” he said.
“We have already experienced this with our earlier launches of Absolut Orient Apple and Absolut Berri Açaí, which have enjoyed great sales success.”
Like the rest of the Absolut Vodka portfolio, the drink is made exclusively from natural ingredients and does not contain any added sugar.
“Absolut Gräpevine makes it simple to mix creative drinks just by adding a single ingredient,” said Matt Pomeroy, global brand ambassador for The Absolut Company.
Absolut has long led the way in the production of flavoured vodkas. It launched its first flavour – Absolut Peppar – as long ago as 1986 and followed this up in 1988 with the release of Absolut Citron.
Absolut Gräpevine is the 15th variety in the Absolut range. (Source: The Drink Business)