Pernod Ricard’s struggle to sell its oversupply of Marlborough sauvignon blanc has taken a new twist with the release of a vodka-tweeked sauvignon blanc alcopop in Australia. Currently the product, a sparkling vodka/sauvignon blanc blend under the Absolut Tune brand, is being trialled in a number of Sydney bars, but the company has been silent about the product both in Australia and New Zealand.
Sydney-based Pernod Ricard Pacific owns both the Brancott (ex Montana) and Absolut Vodka brands, with the sophisticated packaging of Tune and its association with the stylish Absolut brand, key aspects of its appeal to the bar market. With a wine strength alcohol content of 14% Tune is aimed at wine drinking bar customers who may be amenable to a spirit crossover.
In a release on the new product, Pernod Ricard claims: ‘The first taste of Absolut Tune reveals vibrant, fresh tropical fruits with a balanced sweetness through the front and mid palate, which is brought to life through the bubbles…and with a persistent medium strength Absolut vodka flavour and balanced sweetness leading on to a dry finish.’
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