-KH News Desk (cbdigital@imaws.org)

Absolut Vodka, a part of the French Group Pernod Ricard makes an iconic collaboration with Ocean Spray Cranberries. The top premium imported Vodka pairs with the No.1 Cranberry juice brand, along with sparkling water and other natural flavours comes up with Absolut Vodka and Ocean Spray Vodka-Cranberry Range in early 2024. This range will include a variety of 8 packs of four sparkling combinations, two 4-pack, and single cans. The brands have already started collaborating on integrated programming, co-packaging, innovation, and new offers that will begin launching in exciting ways this summer for their similarly inclined customers.

The two powerful brands come together with a logical partnership. Absolut is a leading brand of Premium vodka and one of the largest producers of spirits in the world. Ocean Spray Cranberries is a US-based agricultural cooperative of growers of cranberries and a leading producer of canned and bottled juices. Monisha Dabek, a Chief Commerical Officer and General Manager of Ocean Spray at US stated that they were excited to bring to life a longstanding consumer favourite pour Vokda + Cran. She added that they are delighted to collaborate with Absolut and Pernod Ricard.

According to the Technomic data supplied by the companies, cranberry is the most preferred vodka mixer at 42%. This demand is growing by 8% every year. About 9.2% of Absolut servings are mixed with cranberries. The consumers have already made a classic combination of the two brands. This allows the companies to tie up together to capture large sales in the RTD market. Natalie Accari, Vice President, RTD, and Convenience North America, Pernod Ricord, USA states, “ We are very excited to be bringing this beloved classic cocktails to our consumers in a convenient new format.” Absolut Vodka and Ocean Spray Vodka-Cranberry Range is manufactured, marketed, and distributed by Pernod Ricard, the second-largest spirits and wine company.

This collaboration boosts brand recognition and increases usage occasions. Reshma Dhati, Senior brand director of marketing at Absolut said in a statement that they were making ‘delicious, quality drinks that are hassle-free’. She also added that this collaboration would help the consumers to ‘relax and enjoy the moment.’

The pair-up of brands is not new to the fast-growing cocktail space. This combination adds to the growing popularity of RTD beverages. High Noon is the precursor to the RTD cocktails. It is the first brand to use a Vodka base and mixed it with several types of juices. According to the Distilled Spirits Council of the United States September 2022 report, High Noon is fast growing both in revenue and volume under the spirit category in 2021.

The combination of nonalcoholic beverages with the alcohol maker has already become a trend in the RTD cocktail space. Coca‑Cola and Brown-Forman introduced an RTD cocktail combining Jack Daniel’s Tennessee Whiskey and the iconic soda brand. Diageo partnered with Vita Coco, has made premium canned cocktails crafted with Captain Morgan rum and Vita Coco coconut water. Additionally, Boston Beer and PepsiCo collaborated on a Hard Mtn Dew alcoholic product for the American market. A similar strategy is used by Absolut Vodka and Ocean Spray with their Absolut Vodka and Ocean Spray Vodka-Cranberry Range. The already existing preference for Vodka and Cranberry mix would advantage the launch.

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