Absolut launches Mango variety

Absolut has launched a Mango flavour, which will make its debut in supermarkets next month before a full off-trade roll-out in September.

The launch will be backed with a retailer media campaign promoting the Absolut Mango Twist cocktail with apple juice and lime.

The product has a recommended price of £17.29 and Pernod Ricard hopes sales will be boosted by the current Absolut Blank marketing drive, the brand’s biggest-ever marketing push in the UK.

Marketing manager Adam Boita said: “Current UK flavoured vodka growth is very dynamic in the off-trade channe and we are confident in the value-driving potential and broad appeal of Absolut Mango.  

“Not only is mango is a commercially underexplored flavour, it is widely accepted while still being perceived as exciting, exotic and different.”