Absolut gets real with new Juice Editions

Absolut Juice Edition comes in two flavours inspired by the Swedish summer and autumn: strawberry and apple.

Absolut has launched two flavoured vodkas made with fruit juice in the UK market, and is encouraging consumers to reuse their bottles.

With a lower abv of 35% and bottle size of 500ml, the products are said to answer demand from an increasingly health conscious consumer base and have been designed to pair with soda and other sparkling mixers.

Aiming to “tap into the growing trend for craft products”, Absolut Juice Edition features a paper label for the first time in the brand’s history.

As part of parent company Pernod Ricard’s sustainability drive, the label displays a “clear call to action” for consumers to reuse their bottles as candle holders or vases.

In January, Pernod Ricard stopped the use of non-biodegradable straws and stirrers across its global business, and in April collaborated with edible plastics company Loliware to produce the “straw of the future”.

“For the past five summers, flavoured spirits have outgrown unflavoured spirits and UK vodka drinkers are preferring sweet fruit flavours,” said Chris Shead, channel director for grocery at Pernod Ricard UK.

“Absolut is therefore in the perfect position to drive overall category growth with a true category innovation, Absolut Juice Edition.

“Consumers have developed a strong desire for products with a high level of realness, as they believe it brings a better taste and Absolut Juice Edition responds to this, whilst also appealing to the increasingly health conscious who favour brands with natural ingredients.”

Absolut Juice Edition carries an RRP of £16 (US$21) and will be supported by a “heavyweight” consumer campaign throughout August.

Taste
Absolut Strawberry is fresh and smooth with rich notes of sun ripened strawberries and a well-balanced sweetness. Absolut Apple is fresh in both aroma and taste with a distinct character of ripened Apple.

History
As every bottle of Absolut Vodka, Absolut Juice Edition is produced and bottled in Åhus, Sweden, where our founder L.O. Smith was born.

Ingredients
Absolut Juice Edition is made with premium one-source Absolut Vodka, Strawberry or Apple juice and natural flavors. Absolut Vodka is made with water and winter wheat. The water comes from a deep well in Åhus where it’s protected from impurities. The winter differs from other crops: it’s sown one fall and harvested the next one. The days in between it grows under the Swedish snow, developing its hard grain. Also, the use of fertilizers is minimized.

Drink tips
Create delicious cocktails by just adding soda or Prosecco, ice and fresh fruit.

Strawberry Soda
1 part Absolut Strawberry
1 part soda water
Ice
Fresh Strawberry slices
Simply mix everything in a glass or punch bowl and enjoy!