Pernod Ricard targets Millennials with Absolut Grapefruit

 Pernod Ricard Global Travel Retail (PRGTR) has added Absolut Grape-fruit to its Absolut Citrus Flavors range.

 Available now in global travel retail for a RRP $20, the flavored vodka has no sugar added and follows on the success of Absolut Lime.

Pernod Ricard says Absolut Grapefruit was designed for today’s Millennials who the company says are tired of overly sweet artificially-flavored vodkas and are seeking more natural flavors and no-sugar added propositions for their refreshing drinks.

 The launch of Absolut Grapefruit is supported by off-shelf activities to capture travelers’ attention and drive in-store footfall. Sampling and tasting activities is available across several airports and  a branded ‘Travel Sleep Eye-mask’ will be given out as a complimentary gift or as part of a promotional mechanism in key locations.

 A full digital above-the-line campaign, integrating PR & influencers, digital and social and a microsite is available to travelers to/from Australia (Sydney, Melbourne), New Zealand (Auckland), Germany (Frankfurt), South East Asia (Singapore) and North America (Miami and JFK).