Absolut bottles

Absolut expands its drinks range

21 March, 2023

Absolut expands its product portfolio as the company’s global NPD plans this year include two new product ranges and a new addition to its current flavour vodka range.

The trio of new drinks include Smoky Piña, Sensations Tropical Fruit and Wild Berri, which sit across three different product ranges, with its first mid-level abv flavour.

Elin Furelid, director of product portfolio and innovation, Absolut, said: “The Absolut portfolio has been refreshed to deliver innovation across three different ranges. The launches bring with them new ways and occasions to enjoy the flavour of Absolut to meet the changing tastes of consumers, whatever the occasion.”

The new drinks are launching across various global markets and will be produced at Absolut's home of Åhus in southern Sweden.

Absolut Sensations offers a lower alcohol option of 20% abv versus the usual 38-40% abv, with its first flavour in the range being Tropical Fruit, with a hint of Szechuan pepper, launching this month in Germany.

Absolut Wild Berri is launching in 16 markets this year including the UK and the USA in May, and also rolling out across Absolut’s global travel retail footprint. The latest in the Absolut flavours range (38% abv), the release uses only natural ingredients with no added sugar.

Launched in Mexico in January, Absolut Nights Smoky Piña, is the first flavour in a new range of premium dedicated shot drinks. 

Charl Bassil, VP Marketing, Absolut, added: “We constantly strive to better understand the needs and attitudes of our consumers around the globe. Subsequently, we continue to explore innovations that expand our product portfolio. These new additions to the Absolut family are created to offer our consumers drinks for all occasions, and they mark the next phase of our mission to champion quality drinks for our consumers.”

Digital Edition

Drinks International digital edition is available ahead of the printed magazine. Don’t miss out, make sure you subscribe today to access the digital edition and all archived editions of Drinks International as part of your subscription.


La'Mel Clarke

Service isn’t servitude: the skill of hosting

La’Mel Clarke, front of house at London’s Seed Library, looks at the forgotten art of hosting and why it deserves the same respect as bartending.