Absolut Passionfruit Martini Comes Ready to Enjoy
Michael Hemsworth — June 17, 2022 — Marketing
References: absolut & conveniencestore
The Absolut Passionfruit Martini is a new ready-to-drink cocktail that touts a bar-quality recipe to help consumers enjoy a premium refreshment without compromising. The cocktail comes in a gilded can with imagery that calls to mind the brand's recognizable 18th-century medicine bottle to help it stand out on store shelves more prominently. The drink will come in 12-packs in the UK and be supported by a mass marketing campaign taking place throughout the summer.
Brand Director at Pernod Ricard UK Marnie Corrigan commented on the Absolut Passionfruit Martini saying, "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 when you can’t make it out to your local trusted bartender.”
Brand Director at Pernod Ricard UK Marnie Corrigan commented on the Absolut Passionfruit Martini saying, "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 when you can’t make it out to your local trusted bartender.”
Trend Themes
1. Ready-to-drink Cocktails - There is a growing demand for high-quality ready-to-drink cocktails that consumers can enjoy in the comfort of their own homes.
2. Premium Canned Cocktails - Canned cocktails are becoming more popular, and there is an opportunity for brands to stand out by offering premium, bar-quality cocktails in a convenient format.
3. Marketing Campaigns for RTD Cocktails - As the market for ready-to-drink cocktails grows, there is a need for effective mass marketing campaigns to raise awareness and drive sales.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverages industry can capitalize on the trend towards canned cocktails by developing high-quality, convenient products that appeal to consumers.
2. Packaging - The packaging industry can help brands stand out on store shelves by providing eye-catching designs and materials for their canned cocktail products.
3. Marketing and Advertising - Marketing and advertising agencies can help brands in the ready-to-drink cocktail industry develop and execute effective campaigns that reach their target audience and drive sales.
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