We may be in the middle of Dry January, but that’s not stopping Absolut Vodka from getting ready for the teetotalers to resume festivities come February.
The brand is partnering with Ocean Spray to bring a line of ready-to-drink Cranberry/Vodka cocktails to market. The new Vodka Cran line will contain four flavors, Vodka Cranberry, Vodka Gran-Grape, Vodka Cran-Pineapple and Vodka Cran-Raspberry, and will be sold in eight-packs four packs and single cans.
The new product marks Ocean Spray’s first venture into the alcoholic ready-to-drink category. (Absolut has produced RTD products since 2020.) Ocean Spray first introduced the now-popular vodka cranberry cocktail in the 1940s.
“Absolut Vodka and Ocean Spray Cranberry Juice have long been enjoyed together at bars and in homes across the country,” said Natalie Accari, vice president, ready-to-drink and convenience North America for Absolut parent Pernod Ricard USA., in response to e-mailed questions. “We’re pleased to bring this beloved classic cocktail from two powerhouse brands to our consumers in a convenient new format.”
To promote the new line’s availability, Absolut has created a “Galentine’s Day” kit that includes the new drinks, reusable disco straws, branded Koozies and a gift card to order takeout or other snacks. The kit will be available for order on Absolut’s website through Feb. 15. The brand will also launch a paid media campaign this spring as the product ramps up its national distribution, Accari said.
