Absolut Tune is a new hybrid, a vodka and wine mix, that brings the world of spirits and wine together in a way never done before. What is interesting is how different consumers perceive wine and spirits and how Absolut is offering a nice solution to a long-time problem in the wine category.
In short, consumers are fiercely brand loyal to spirits brands. If someone drinks Jack Daniels, they want Jack Daniels, not some knock-off substitute. Generally, people will enjoy the same spirits that they drink at home when they go out as well. Interestingly, this is the exact opposite of what most wine drinkers will do. With wine, consumers will generally jump from brand to brand seeking novelty, and they oftentimes won’t purchase a wine in a restaurant if they can buy it in the grocery store. Wine’s greatest challenge is building brand loyalty, and the consumer’s greatest challenge is finding consistent wines with the proliferation of so many brands. That is where Absolut Tune comes in.
Let’s be clear: Absolut Tune isn’t being marketed to me, a late 30s married man with children in the house. While I enjoyed the product and I’m happy to recommend it, Absolut Tune is designed for a ladies’ night out. Instead of having to order a no-name bottle of sparkling wine to share at the club, now friends can order a bottle of Absolut Tune and can rest assured that they are getting a consistent product that will make everyone happy.
Absolut Tune comes in at 14 percent ABV (about the same as a sparkling wine), and at an MSRP of $31.99, it is an affordable option for a group of friends. While Absolut is renowned for their ads and packaging, Absolut Tune may be the most impressive package yet. The bottle features a tear-away jacket, which reveals a dark glass bottle with golden printing underneath. With a champagne cork stopper as well, opening a bottle of Absolut Tune is sure to draw looks from other tables and admirers in the club.
So what does it taste like? Well, the taste of Absolut vodka is detectable but not overwhelming. Imaging a slightly sweet sparkling wine with a note of vodka, and you’ve got Absolut Tune.
What is the wine in Absolut Tune? While Absolut is remaining tight-lipped at this time, I’d guess that it’s Australian Semillon, knowing of Absolut’s parent company Pernod Ricard’s Australian winery holdings and its flavor profile. My theory is that the vodka and wine are mixed before being added to the bottle, and then they are injected with gas to carbonate the product and finally bottled under pressure. Whatever the technique though, Absolut has created an interesting and fun product in Absolut Tune.
Look for Absolut Tune at better restaurants, bars, nightclubs and retailers starting this fall. You might find the perfect choice for a girls’ night out or an easy sipper at the club.
Disclosure: I received a sample of this product from Pernod Ricard for review. No other compensation from Pernod Ricard was received.