From the land of Cran-Grape comes… Cran-Vodka? Absolut and Ocean Spray are teaming up to launch Vodka-Cranberry Range, a ready-to-drink (RTD) line coming early 2024, a press release announced today.
The new product combines Absolut with cranberry juice from Ocean Spray, sparkling water and other natural flavors. The range will include a variety 8-pack of four combinations, two 4-packs and single cans.
The RTD brings together two top sellers in their respective categories: Absolut ranked 5th by volume in vodka sales last year, according to Impact Databank, and Ocean Spray was the number one selling cranberry juice in multi outlet and convenience channels in the 52-week period ending April 8, according to Circana. The two companies are now building on a familiar drink order: 9.2% of Absolut servings are mixed with cranberry (compared to 6.6% of total vodka), according to Absolut’s alcohol consumption tracker.
“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, RTD & convenience North America, Pernod Ricard USA, which owns Absolut. “We are very excited to be bringing this beloved classic cocktail to our consumers in a convenient new format.”
The RTD will be manufactured, marketed, and distributed by Pernod Ricard USA. Vodka-Cranberry Range is the second RTD from Absolut, which released a line of canned vodka sodas and mules in 2020. Pernod’s canned cocktail portfolio also includes RTDs featuring Malibu, Jameson, Havana Club, Malfy, Beefeater and Kahlua.
The brands have already been working together on integrated programming, co-packaging, innovation, and new offerings that will start rolling out this summer.
In the 52-week period ending March 26, off-premise dollar sales of RTDs increased +4.3%, to more than $9.3 billion, according to market research firm Circana. Vodka-based RTDs currently dominate RTD sales, and grew +66% in 2022, according to Bump Williams Consulting.
Founded in 1930, Ocean Spray has grown into a global CPG company, whose cranberries are now in more than 1,000 products in over 100 countries. The company announced a new model for innovation in 2019, known as the Lighthouse Incubator, which has since launched brands such as hemp-infused sparkling waters CarryOn, plant-based drink Atoka and consumable “sun care” line Dabbly. A new marketing campaign launched last year has also aimed to modernize the brand’s image. The foray into a cocktail partnership marks another non-alcoholic beverage company crossing over into alcoholic beverages, and the French spirit company’s first collaboration with a non-alcoholic CPG brand.
Last week, Pernod Ricard reported an 8% increase in organic sales for the first nine months of fiscal year 2023, reaching $10.5 billion, according to its Q3 earnings report. Six categories drove 90% of the company’s growth including Scotch Whisky, Indian Whisky, Irish Whiskey, vodka, gin and no/low spirits.