Vodka: Absolut Juice, Diageo’s Ketel One Botanicals Tap Into Wellness Trend | Fortune

By August 28, 2019Beverage trends
Absolut Juice Edition is made with Absolut Vodka, strawberry or apple juice, and natural flavors. Absolut Juice

Goodbye, Orange Creamsicle Vodka: Brands Like Absolut and Ketel One Want to Get In on the Wellness Movement

Vodka accounts for a third of the spirits industry in the U.S., but the category has been lagging behind American whiskey and tequila for a long time.

When Lizzo dropped her hit single “Juice” this January, she wasn’t singing about Absolut Vodka. But the rapper is changing her tune.

The popular singer was hired by Absolut maker Pernod Ricard to serve as a pitchwoman for Absolut Juice, a line made with vodka that has 5% juice (strawberry or apple) and no artificial flavors. “I can’t wait to sip this with my big grrls all summer and on tour this fall,” says Lizzo in Absolut’s press release, perhaps one of the only times “grrls” has been used in a corporate announcement.

Singer Lizzo sipping on Absolut Juice.
ABSOLUT JUICE

Absolut Juice launched stateside this spring and is positioned as an alternate to rosé. When it’s served as a cocktail with club soda, the vodka brand hopes consumers will see it worth the squeeze for containing 20% fewer calories.

“Consumers want easy-to-mix flavored vodkas,” says Simon de Beauregard, engagement director of Absolut, adding Absolut Juice is best sipped in two straightforward cocktail formats: either mixed simply with club soda or with club soda and sparkling wine.

Absolut Juice represents a broader movement away from the wild flavors of yesteryear like cotton candy and Swedish Fish. These days, vodka makers are incorporating natural ingredients and often lower calorie counts as consumers lean toward alcoholic drinks that pack less of a punch. “Consumers are more interested in healthy drinking, and companies are emphasizing that in their production,” says Max Heinemann, client manager of wine and spirits at Nielsen.

Ketel One Botanticals
DIAGEO
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Source: Vodka: Absolut Juice, Diageo’s Ketel One Botanicals Tap Into Wellness Trend | Fortune