International Vodka brand Absolut has released a Watermelon Vodka due to the growing demand for watermelon-flavoured alcoholic drinks.
Pernod Ricard, the brand’s parent company, has reported that watermelon-flavoured alcoholic beverages have grown 63% year-on-year with Google searches for “watermelon cocktails” increasing by 194% since July 2019.
Said to be ‘fresh and fruity, with natural sweetness and no artificial flavouring’, the expression is bottled at 38% ABV and is suggested to 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 the 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,” he continued. “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.”
For more information, go to absolut.com