Interbrew UK is rolling out Absolut Cut to the take-home trade from August, following its introduction into the on-trade late last year.
A Swedish spirit tonic with an ABV of 5.5%, it has a citrus taste that combines lime, orange and mandarin and targets existing RTD consumers, those who like pre-mixed drinks such as vodka tonic, and existing Absolut Vodka drinkers.
The roll-out is being supported with a £3m marketing spend from 2005 to generate trial which will include press advertising and high-profile involvement in fashion events.
Stuart MacFarlane, managing director, take home sales at Interbrew UK, said: “Absolut Cut has a significant advantage over other new arrivals in the RTD category because of the long-term success of its parent brand.
“The unrivalled pedigree of Absolut is one of the reasons we are confident it will prove a success for drinkers and retailers alike.”
Absolut Cut is available to the take-home market in single bottles (275ml rrp. £1.39) and 4x275ml packs (rrp. £4.99).
contact: 0870 169 6969