There are always new drinks coming and going in the bevrage business. Most of the new products never really catch on and disappear within a year or so. When a new product offering really catches on, it is usually because it creates its own "category".
This means it is unique enough to catch the fancy of consumers and tasty enough to stay on store shelves and bar drink menus for the long haul. It also means that for the most part, the product has not been previously introduced by anyone.
Pernod Ricard, the international distributor for Absolut Vodka, is hoping that "Tune" will catch on with consumers and help create a new category.
At first look, it looks like a bottle of bubbly. It is in a champagne bottle and really looks nothing like a spirit based concoction from a distance. Closer examination shows the Absolut trademark and the contents.
The white wine is Brancott Sauvignon Blanc (also distributed internationally by Pernod). I have previously reviewed Brancott Marlborough Sauvignon Blanc and found it to be a tremendous value at its price point.
Absolute Tune is vivacious and refreshing stand alone or on ice. It also has multiple drink recipe concoctions and seems to pair best with a variety of fruit juices.
Pernod Ricard and Heidelberg Dstributing recently threw a party at Boardman's Culinary Arts Cetner to intriduce "Tune" to local retailers, and bar owners. The response was overhwlemingly positive to the launch party. It seems most local stores and bars will be offering "Tune" as soon as this week.