Absolut Vodka expanding spirits portfolio

To meet the brand’s growing demand, Absolut Vodka is expanding its product portfolio with three new drinks launching this year.

The collection of new drinks launched this year – Smoky Piña, Sensations Tropical Fruit and Wild Berri – sit across three different product ranges.

Smoky Piña already launched in Mexico in January, described as a smoky pineapple and chilli flavour. Absolut Sensations offers a low alcohol alternative to Absolut’s other products, just 20% and is launching this month, March, in Germany. The last, Absolut Wild Berri, is having the widest release, launching across 16 markets in Spring including the UK and USA.

Elin Furelid, director of product portfolio and innovation, said: “The Absolut portfolio has been refreshed to deliver innovation across three different ranges, with tastes that are authentic and inspiring, offering our consumers exceptional new experiences. The launches bring with them new ways and occasions to enjoy the iconic flavour of Absolut to meet the changing tastes of consumers, whatever the occasion.” 

Charl Bassil, Absolut’s VP marketing, added: “We constantly strive to better understand the needs and attitudes of our consumers around the globe with the obsession to provide quality Absolut products that elevate the mix.  Subsequently, we continue to explore innovations that expand our product portfolio. These exciting new additions to the Absolut family are created to offer our consumers drinks for all occasions – and they mark the next phase of our mission to champion quality drinks for our consumers.  After all, we are Born to Mix.”

20 March 2023 - Bradley Weir