February 13, 2005 18 May 2004 Absolut launches new flavor: ABSOLUT RASPBERRI

PR: ABSOLUT is introducing a new member of the family: ABSOLUT RASPBERRI. The product is available to consumers in the US and Sweden as of August 2004.

For too long, raspberries have been underripe, underappreciated, and even worse, underestimated. Relegated to “nice” berry status, everyone expects raspberry to float at the edge of a pool of chocolate, or sit quietly on a meringue. That is not the raspberry we know. Ours is wild, intense, and ripe.

“In response to an increasingly sophisticated consumer palette, we are proud to present ABSOLUT RASPBERRI, whose distinctive taste will ensure that ABSOLUT remains at the forefront of this market,” says Bengt Baron, President at V&S Absolut Spirits.

“This is not a shy and sweet product, it is a rebel who is as intense in its taste and scent as in its packaging”, explains Michael Persson, Senior Director Marketing at V&S Absolut Spirits.

As with all members of the ABSOLUT family, ABSOLUT RASPBERRI is made from all-natural ingredients and without any added sweetener. It has the wild, rich and intense taste of ripened raspberries with a fresh and fruity finish.

“ABSOLUT RASPBERRI is not a “dessert-sweet” taste. Instead the extrovert quality of its sweetness is tailored to an adult taste”, says Michael Persson.

And as with all ABSOLUT products, the personality is instantly identifiable from the bottle and name. For ABSOLUT RASPBERRI, the packaging is red and grey. “The strong, true shade of red refers to the passionate intensity and ripeness of the raspberry taste”, says Michael Persson. “It is a color you cannot ignore, in keeping with the unrestrained flavor. The grey meanwhile underlines its sophisticated, grown-up appeal: as it is made from pure raspberries and does not contain any added sweeteners - and it is a perfect complement within the ABSOLUT family.”