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Industrial going craft: Pernod Ricard launches Absolut Craft – category validation or serious threat to craft distillers?

Pernod Ricard USA, a US-based premium spirits and wine company and owner of the ABSOLUT VODKA brand, has launched a collection of flavored spirits – ABSOLUT CRAFT.

The collection is co-created by Pernod Ricard master bartender Nick Strangeway for professional bartenders and includes three flavors – Herbaceous Lemon, Smokey Tea and Bitter Cherry.

ABSOLUT marketing vice president Maxime Kouchnir said each of the three products in the ABSOLUT CRAFT Collection is made from botanicals and natural raw ingredients.

“With the immense amount of new flavored vodkas available today, it was important that we create flavors that bartenders could trust when crafting cocktails,” Kouchnir added.

Herbaceous Lemon is made by using 12 macerates or infusions and distillates, and is offered in a silver grey colored 750ml bottle.

ABSOLUT CRAFT Herbaceous Lemon is available for purchase at select markets from April 2013. The other two flavors Smokey Tea and Bitter Cherry will be launched later in 2013.

Source: Drinks Business Review

http://spirits.drinks-business-review.com/news/pernod-ricard-usa-launches-absolut-craft-spirits-collection-020413