Absolut vodka grew by 7% in cases shipped compared to fiscal 2019. Ever a favourite, the brand’s ability to excite and engage consumers is second to none.
There was a big push on the flavours portfolio following the launch of Absolut Grapefruit at the end of fiscal 2019. The Flaunt Your Flavour campaign showcased Absolut Grapefruit, Lime, Citron and Raspberry throughout the summer of 2019 through a variety of colourful activations. In spring 2020, we launched Absolut Juice, an innovative range of spirit drinks made from vodka, real fruit juice and natural flavours, which targets consumer interest in lower-alcohol alternatives.