Absolut Watermelon Responds to Consumer Flavor Preferences
Michael Hemsworth — March 12, 2021 — Marketing
References: absolut & talkingretail
The Absolut Watermelon vodka is one of the latest flavor options from the brand in the UK that is arriving just in time for warmer weather as consumers seek out new varieties to try out. The vodka was created in response to the consumer demand for watermelon-flavored refreshments amongst Gen Z and is targeted toward the 18-to-34-year old demographic. Featuring an ABV of 38%, the vodka will come in 700ml bottles and retail for £20.
Off-Trade Channel Director for Pernod Ricard UK Chris Shead spoke on the new Absolut Watermelon vodka saying, "We know shoppers have been experimenting with serves at home more than ever, which has driven rapid growth of the flavoured vodka category. 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.”
Off-Trade Channel Director for Pernod Ricard UK Chris Shead spoke on the new Absolut Watermelon vodka saying, "We know shoppers have been experimenting with serves at home more than ever, which has driven rapid growth of the flavoured vodka category. 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.”
Trend Themes
1. Flavored Vodkas - Creating innovative new flavors based on consumer preferences can drive growth in the flavored vodka category.
2. Targeted Demographics - Developing products specifically for certain age groups, such as 18-to-34-year-olds, can be an effective way to tap into a specific market and generate consumer interest.
3. At-home Mixology - The trend of consumers experimenting with mixed drinks and cocktails at home presents an opportunity for brands to offer unique flavor options and recipe suggestions.
Industry Implications
1. Alcoholic Beverages - Creating new flavors of vodka and other spirits can help drive growth in the alcoholic beverage industry by attracting consumers who are looking for unique and refreshing options.
2. Food and Beverage Retail - By offering a variety of flavored vodkas and other spirits, retailers can tap into the growing consumer interest in at-home mixology and provide a unique shopping experience for customers.
3. Marketing and Advertising - Developing targeted marketing campaigns and advertising specifically to certain age groups can help drive consumer interest in new flavored vodka options and increase brand awareness.
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