How Absolut Mixt hit their 1-year sales target in 4 months

About Absolut Mixt

‍Absolut Mixt is a new Ready-To Drink (RTD) product innovation under Absolut Vodka. Pre-made with Absolut Vodka & natural flavors, it offers a convenient option for people who enjoy the brand’s quality & taste.

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Challenge

‍Absolut Mixt was looking to launch in its first market globally. However, consumers’ unfamiliarity with Ready-To-Drink(RTD) beverages posed a challenge & may have had misconceptions about its quality & taste as compared to the brand’s usual offerings.
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Marina had the right experience and expertise

Expertise

GTM for D2C & Retail Brands, Branding, Web3, Tech
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Experience

Chief Business Officer, Farandole
Brand Manager, Pernod Ricard
Jr Brand Manager, Absolut Vodka

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Strategies the expert used
01.

Product postioning - Positioned Absolut Mixt’s convenience as an extension of Absolut Vodka to prevent dilution of its mother brand.

02.

360 Marketing plan - Implemented marketing plan with multiple key touch points (TV, social media, events, KOLs, brand collaborations) to increase consumer education & product awareness.

03.

Performance monitoring - Implemented sales monitoring of product launch through social media strategy & sales attribution on purchases.

Result

Absolut Mixt achieved their 1-year sales target within just 4 months of product launch.