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Absolut Juice Edition comes in two flavours inspired by the Swedish summer and autumn: strawberry and apple.<\/p>\n
Absolut has launched two flavoured vodkas made with fruit juice in the UK market, and is encouraging consumers to reuse their bottles.<\/p>\n
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.<\/p>\n
Aiming to \u201ctap into the growing trend for craft products\u201d, Absolut Juice Edition features a paper label for the first time in the brand\u2019s history.<\/p>\n
As part of parent company Pernod Ricard\u2019s sustainability drive, the label displays a \u201cclear call to action\u201d for consumers to reuse their bottles as candle holders or vases.<\/p>\n
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 \u201cstraw of the future\u201d.<\/p>\n
\u201cFor the past five summers, flavoured spirits have outgrown unflavoured spirits and UK vodka drinkers are preferring sweet fruit flavours,\u201d said Chris Shead, channel director for grocery at Pernod Ricard UK.<\/p>\n
\u201cAbsolut is therefore in the perfect position to drive overall category growth with a true category innovation, Absolut Juice Edition.<\/p>\n
\u201cConsumers 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.\u201d<\/p>\n
Absolut Juice Edition carries an RRP of \u00a316 (US$21) and will be supported by a \u201cheavyweight\u201d consumer campaign throughout August.<\/strong><\/p>\n