Absolut launches Apeach of a vodka

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A peach-flavoured variant is the latest extension to V&S Absolut Spirits' range of vodkas

Swedish liquor supplier V&S Absolut Spirits has unveiled Absolut Apeach, the latest in the company's range of flavoured vodkas. The peach-flavoured variant will be launched in the US domestic market in May, appearing in the Swedish on-trade at the same time.

Apeach is the latest in Absolut's fast-growing range of flavoured vodkas, which was boosted by the arrival of Rasberri in 2004 and Vanilia in 2003. Other vodkas in the range are Mandrin, Kurant, Citron and Peppar.

V&S Absolut Spirits senior director marketing Michael Persson said: "I'm excited about how we have developed a vodka with such a distinct smooth and sensual character. We are confident that the launch will ensure the continuous success the Absolut brand has seen within the premium flavored vodka category ever since Absolut Citron was introduced in 1988."

Vice-president Europe, Africa and Asia/Pacific Andreas Berggren added: "The flavored vodka segment continues to grow, in the US especially but the trend is global. With Absolut Apeach we are thrilled to present a product into a flavour segment that is underdeveloped, and where the Absolut brand is happy to lead the way."

The Apeach bottle features pink, yellow and orange colours reflecting the flavour within, and continuing Absolut's tradition of producing distinctive designs for each of its flavoured variants.