Pernod Ricard has expanded its ready-to-drink (RTD) offering with a duo of 9%-ABV premixes containing Absolut vodka and three 10%-ABV Malibu-based cocktails.
Extending the Absolut’s mark’s existing partnership with cranberry juice maker Ocean Spray, the Paris-headquartered company has launched Double Cranberry Crush and Double Cran-Grape Smash. Packaged in 35.5cl cans, the pair are available “nationwide” in the US.
The new-to-market Malibu Punch line comes in smaller, 23.7cl cans in Watermelon, Peach Tea and Piña Colada iterations. The three-strong line-up is being rolled out across grocery, convenience and wholesale channels in the UK, with an SRP of GBP3.50 (US$4.63).
The two brands’ launches have come less than a week apart, with Absolut’s Vodka Cranberry pair announced on Thursday (8 October) and Malibu Punch unveiled today (12 October).
“Demand for higher-ABV RTDs continues to accelerate, with the segment growing 28% year-over-year and outpacing lower-ABV alternatives,” Pernod Ricard said, citing Nielsen data. “As consumers increasingly gravitate toward convenient cocktails that deliver both flavor and strength, Absolut & Ocean Spray Double answers the call … .”
Last year, Pernod Ricard agreed a tie-up with a soft-drink brand Dole Food Co and its namesake pineapple juice for Malibu.
