Absolut Targets Whiskey Trend With Oak-Rested VodkaSeptember 22, 2015
With whiskey riding high in the U.S. market, even vodka brands are looking to get in on the brown spirits boom.
Absolut is extending its portfolio with Oak, a new vodka that has been rested on American, Swedish and French oak and is intended to give Absolut a place in classic cocktails where brown spirits have traditionally held sway.
Oak retails at $25 a 750-ml., compared to around $20 for the core brand. Distribution is currently in several test markets, with plans to expand into additional markets in the near future. The company suggests drinking the category-crossing new offering on the rocks, or in cocktails like the “Oak Sour,” “Oak Ginger,” “Oak & Cola” and “Oak Mule.”
Absolut is also introducing a new limited-edition “Electrik” bottle for its flagship original vodka. Rolling out October 1 at $20 a 750-ml., Absolut Electrik is geared toward the nightlife segment, featuring sleek, metallic styling, and will be sold throughout the holiday season.Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.
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