UK-based Au Vodka has expanded its portfolio to include a non-alcoholic ready-to-drink canned variant.
Blue Raspberry 0% has launched exclusively in the UK, online and in multiple retailer Tesco nationwide. The RTD, which is an alcohol-free version of Au Vodka’s pre-existing 4%-ABV Blue Raspberry premix, has an SRP of GBP7.99 (US$10.65) for 4x33cl cans.
“We’ve been watching the way the 0% alcohol market is exploding and how people’s drinking habits are changing,” said UK sales director Tom Smith. “More and more, consumers are looking for premium choices that let them enjoy the social side of drinking without compromise.
“We wanted Au to be front of mind in that shift, not just as an alternative, but as an exciting, must-have brand that brings everyone together.”
Last month, Diageo identified the spritz serve as an opportunity for its Gordon’s gin brand, prompting the UK release of Gordon’s Spritz Edition.
