Absolut launches new flavour

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Leading vodka supplier The Absolut Company, owned by Vin & Sprit, has added a new variant to its range of flavoured vodkas

Absolut Vanilia is set to be rolled out in domestic markets in the US and Canada next month and in Sweden by April, with a travel-retail launch to follow later in 2003.

The vanilla-flavoured vodka is housed in the iconic Absolut bottle, with frosted glass and window revealing the clear juice inside. The vodka contains no added sugar, giving it a dryness that the supplier hopes will make it a popular mixer.

Absolut vice-president marketing Eva Kempe-Forsberg said: "For this project we initially had three important criteria to fulfil: the flavour should have a global appeal and a long lifespan, and it should complement the rest of the Absolut family. The focus landed on vanilla quite early in the process since it has all three of these qualities. However, Absolut Vanilia is a different kind of vanilla--more adult and robust."

Absolut claimed that Vanilia would not be the last in its flavoured range, and hinted that further new flavours were in the pipeline. The existing range contains Peppar, Citron, Kurant and Mandrin.

For more details and comment from Absolut Company president Bengt Baron, see the next issue of DFNI, out February 1.