Absolut is entering the ready-to-drink (RTD) market with a premium canned range.

The new slimline Absolut Mixt cans are available in two varieties, inspired by Scandinavian fruits. These are: Cloudberry & Apple and Blueberry & Lime.

The RTD cans category is recording strong growth, and it grew by 12.2% in the off-trade in the year to 10 September 2016, according to Nielsen. The Absolut brand is also in growth, according to brand owner Pernod Ricard.

Adam Boita, head of marketing at Pernod Ricard UK, said: “Absolut Mixt has been created to encourage consumers to trade up to a premium core spirit. The striking, bold and simple packaging design will cut-through the extensive choice currently available to shoppers and fill the major gap in the market for a premium vodka RTD can. The cans tested extremely well with consumers, who loved the unique flavour combinations and stylish can design.

"The Scandinavian berries will appeal to those wanting to try something new, particularly with the ‘Scandi’ trend now firmly established in UK culture, from TV series to fashion and health trends.”

Read more at source Drinks Retailing News