Absolut Vodka & Sprite, the RTD cocktail from The Coca-Cola Company and Pernod Ricard, has added a watermelon-flavoured extension.
The 5% abv canned tipple has rolled out across grocery and convenience (rsp £2.30/250ml). It joins the original Absolut Vodka & Sprite RTD, launched in February 2024.
Watermelon was landed upon for its “vibrant, juicy profile”, said Coca-Cola Europacific Partners. The NPD would bring ”something fresh and exciting” to the RTD category – now worth £631m – it added.
The launch will be supported with a summer marketing campaign comprising social media, OOH advertising and influencer partnerships.
“Innovation is at the heart of our ready-to-drink portfolio this year, and the launch of our watermelon variant is a game-changing moment – not just for Absolut Vodka & Sprite, but for the entire category,” said Elaine Maher, associate director for alcoholic ready-to-drink at CCEP GB. “Vodka remains a top choice for RTDs, while lemon-lime soft drinks are a staple mixer.
“By adding a bold watermelon twist, we’re tapping into the number one growth driver – flavour innovation – and offering consumers a fresh new way to enjoy a classic combination.”
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