Absolut Ruby Red Launches In UK

The ninth member of the Absolut family will launch in April 2007. Absolut Ruby Red is smooth and fruity with a crisp and refreshing character of zesty grapefruit. As with all members of the Absolut Vodka family, Absolut Ruby Red produced in Ahus in the province of Skane and is made from all natural ingredients containing no added sugar.

Absolut Vodka has a long and successful history within the flavoured vodka segment. Absolut Citron, the first citrus-flavoured vodka to enjoy international success, set the trend for all flavoured vodkas and had since seen many follow its suit. Grapefruit is a popular flavour around the world although it is not yet established within the flavoured vodka segment-here, the Absolut Vodka brand if happy to once again lead the way.

“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 pallets and become a welcomed member of the Absolut Vodka family. The intriguingly fresh and crisp flavour lends itself perfectly both to be enjoyed neat and in cocktails,” says Eva Kempe-Forsberg, Vice President Marketing at V&S Absolut Spirits.

“Absolut accounts for 60% of the flavour vodka category within the UK off trade. With Absolut Ruby Red we continue to secure our position as the leader of the segment, not only because grapefruit is an underdeveloped flavour, but because Absolut Ruby Red is innovative, contemporary and unique.” says Johna Cameron, Marketing Manager at Maxxium UK.

Every new product from Absolut Vodka has its own character, shown in its name and packaging as well as in its communication, ensuring that all attributes are as unique as the spirit it contains. The Absolut Ruby Red bottle is frosted with an orange graphic pattern of stylized grapefruits. The minimalist – graphic – pattern suggests the refreshingly crisp and sophisticated experience that Absolut Ruby Red offers with its unique and unexpected flavour.