Fruity new move for Absolut vodka

06 April, 2007

Absolut has added a grapefruit-flavoured vodka to its range.

Absolut Ruby Red will be launched in 70cl bottles in the UK this month, becoming the ninth member of the Absolut vodka family.

The Swedish spirit is made from natural ingredients, has no added sugar and will be available in a frosted bottle sporting an orange grapefruit-style pattern.

Eva Kempe-Forsberg, vice president of marketing at V&S Absolut Spirits, said: "We feel confident that Absolut Ruby Red, with its complex and floral aroma and clear notes of natural grapefruit, will add new creative dimensions to consumers' drinking pal ates and become a welcomed member of the Absolut vodka family."

Absolut now accounts for 60 per cent of the vodka category within the UK off-trade. The other flavours within the range are Citron, Apeach, Raspberri, Vanilia, Mandrin, Kurant and Peppar.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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