Fruity new move for Absolut vodka
Absolut has added a grapefruit-flavoured vodka to its range.
Absolut Ruby Red will be launched in 70cl bottles in the UK this month, becoming the ninth member of the Absolut vodka family.
The Swedish spirit is made from natural ingredients, has no added sugar and will be available in a frosted bottle sporting an orange grapefruit-style pattern.
Eva Kempe-Forsberg, vice president of marketing at V&S Absolut Spirits, said: "We feel confident that Absolut Ruby Red, with its complex and floral aroma and clear notes of natural grapefruit, will add new creative dimensions to consumers' drinking pal ates and become a welcomed member of the Absolut vodka family."
Absolut now accounts for 60 per cent of the vodka category within the UK off-trade. The other flavours within the range are Citron, Apeach, Raspberri, Vanilia, Mandrin, Kurant and Peppar.