Pernod crafts Absolut range for bartenders

01 April, 2013

Pernod Ricard USA has announced the launch of the on-trade exclusive, Absolut Craft, a new three-product line of its Swedish vodka brand, co-created by bartender Nick Strangeway.

The collection has been designed exclusively for bartenders and, according to Pernod Ricard USA, offers the “versatility of vodka with the added complexities of macerations and distillates”.

Starting with the launch of Absolut Craft Herbaceous Lemon to selected US states from this month, the range will also include second and third members that will be launched later this year.

Maxime Kouchnir, vice president of marketing for Absolut said: “Each of the three products in the Absolut Craft collection is made entirely from the finest botanicals and natural raw ingredients available, creating a unique and complex flavor experience.”

Herbaceous Lemon, which comes in 75cl bottles, is said to be produced with “12 macerates and/or infusions and distillates”.

Kouchnir said: “With the immense amount of new flavored vodkas available today, it was important that we create flavors that bartenders could trust when crafting cocktails.

“Through the help of one of the world’s most influential bartenders, and by working with 100% natural flavours and seasonal ingredients, we are extremely excited to see what inventive cocktails are created in the on-premise using Absolut Craft.”


Joe Bates

Why duty free must do better

It’s one of the worst PR disasters to have hit the duty free industry in the almost two decades i’ve been covering the business.

Click for more »