Absolut releases freezer pack

16 November, 2011

Absolut Vodka has launched a gift pack designed to go in the freezer.

The pack contains 5cl bottles of Absolut Raspberri, Citron, Vanilla, Pears and Original, and changes colour when the vodka reaches the right serving temperature.

It is available in supermarkets, rrp £10, and includes simple recipes to help consumers make cocktails at home.

Pernod Ricard UK marketing manager Adam Boita said: “Everything Absolut brings to market is based on solid consumer insight and offers a creative solution to drive category growth. The new freezer gift pack promotes innovation within the off-trade vodka category and the 5cl bottle size is the ideal pack format to encourage consumers to trial new serve suggestions.”

Pernod Ricard has recently announced its biggest ever UK marketing investment in Absolut, as part of a global ad, social media and experiential campaign called Absolut Blank.




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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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