Absolut has unveiled a Watermelon Vodka. The new flavored offering from the Pernod Ricard-owned brand follows the growing demand for watermelon-flavored alcoholic drinks.
According to Pernod Ricard, Demand for watermelon-flavored alcoholic beverages has grown 63% year-on-year, said Pernod Ricard, citing Mintel data from Q1 2019. On top of that, the bulbus vine fruit is one of the top five preferred taste profiles for Gen Z, and Google has reported searches for “watermelon cocktails” have increased 194% since July 2019.
Containing fewer than 99 calories per serving, Absolut Watermelon is bottled at 38% ABV. The brand described the Vodka as “fresh and fruity, with natural sweetness and no artificial flavouring. It should be served with lemonade or in a Spritz cocktail.
“We know shoppers have been experimenting with serves at home more than ever, which has driven rapid growth of the flavoured vodka category,” said Chris Shead, off-trade channel director for Pernod Ricard UK. “We want to continue this momentum by adding to our range with a flavour we know consumers will love. Bursting with the refreshing taste of watermelon that creates the most delicious cocktails, Absolut Watermelon is primed to become this summer’s must-have drink.”
Absolut Watermelon Vodka is available in the United Kingdom in 700ml bottles and can be purchased from Tesco for £20 ($28 USD). The flavoured Vodka will be rolled out across other supermarkets come April.
In February, Absolut released its 2021 edition bottle, its most sustainable design to date. The new vessel is made with 60% recycled glass. The blue glass of the sustainable 2021 Absolut Vodka bottle is made from recycled content – 57% paper and 43% recycled plastic – and features 16 embossed swirls inspired by “moments of togetherness, whether that be in spirit or in real life, as well as the swirling motion found when stirring Absolut’s delicious cocktails.