March 23, 2006 March 23, 2006 ABSOLUT RUBY RED

V&S Group is once again set to add to its Absolut vodka stable with the launch of the grapefruit-flavoured ABSOLUT RUBY RED.

The vodka, the eighth flavour in the Absolut portfolio, will be unveiled in Sweden and Poland in May and launched in the US in June, when it will also hit the travel retail channel.

Eva Kempe-Forsberg, vice president for marketing at V&S Absolut Spirits said today (23 March) that the company was following its tradition of pioneering different flavours within the vodka category.

“This is the second launch in as many years where Absolut vodka ventures into a flavour segment that is previously underdeveloped, a tradition we established as early as 1988 with the successful introduction of Absolut Citron.”

Last year, V&S launched forged new territory with the launch of the peach-flavoured Absolut Apeach.

A spokesperson for V&S Absolut Spirits told just-drinks that there would be a gradual roll-out of Absolut Ruby Red but insisted the company would first focus on cementing the brand in Sweden, Poland and the US.

She added: “If we want to compete (in flavoured vodka), we need to bring out exciting new vodkas as much as we can. Ruby Red is good for us because we are creating a new segment with it.”

Bengt: “Swedish newsflash with the logo! They first worked with the yellow grapefruit. The bottle gonna be frosted with a graphic pattern with grapefruits.

Releasedate 2nd of may in Swedish clubs and bars, and in Poland! One month later in the states and the taxfree-shops.” (Swedish press release)