Pernod targets US for Absolut Gräpevine and Miami

03 January, 2012

Pernod Ricard has furthered its line of Absolut Vodka flavours with the launch of Miami and Gräpevine to the US market.

Miami is the most recent extension of Absolut’s limited edition City Series - which debuted in 2007 with Absolut New Orleans - and is flavoured with passion fruit and orange blossom.

Absolut Gräpevine is a permanent addition to the brand’s stable, taking its flavour combination of white grape, fruit and papaya from the “popular” San Francisco edition, released last May.

Launched January 1, both vodkas are available at bars, restaurants, nightclubs and retailers across the US, priced at $21 for 75cl and $26 for 1 litre.

Referring to Absolut Miami, Maxime Kouchnir, vice president of marketing for vodka at Pernod Ricard, said: “We’re excited to be honoring a city that has had such a profound impact on the pop culture conversation.”

According to Pernod Ricard USA, the Absolut Miami bottle features “bright, playful images of palm trees, flamingos, music tunes and martini glasses representative of Miami’s non-stop pulse”. 

Absolut Gräpevine, which along with Absolut Miami carries an ABV of 40% (80 proof), is also available in 50cl bottles.

Kouchnir said: “The combination of white grape, dragon fruit and papaya makes the flavour so multi-dimensional, that you can make a sophisticated drink just by adding one ingredient.

“The versatility and unique taste profile of Absolut Gräpevine also makes it interesting for experienced bartenders. It mixes very well with a range of mixers and brings flair to any cocktail.”

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Nick Strangeway

Bar food's blurred lines

Once upon a time pubs and bars were somewhere you went with the sole purpose of getting pissed and there wasn’t a knife and fork in sight, just a packet of dry roasted nuts.