The flavour of summer in a can. No…
The first-ever flavour innovation from Absolut Vodka & Sprite features a strong watermelon twist.
Coca-Cola Europacific Partners (CCEP) is shaking up the ready-to-drink category with the launch of Absolut Vodka & Sprite Watermelon – the brand’s first-ever flavour innovation.
Available nationwide now, the sleek 250ml cans combine Sprite’s signature crisp taste with Absolut Vodka’s smoothness and a burst of refreshing watermelon – the flavour of summer in a can.
Watermelon was chosen for its vibrant, juicy profile that complements the existing range while bringing something fresh and exciting to the mix. Plus, consumer testing revealed excellent scores in purchase intent (84%), with a majority of consumers saying they could enjoy more than two drinks in one session (June 2024, sample size 417, 54%, Branded, Full Bottle Consumption, UK, South/Mid/North).
With its vibrant pink-to-green gradient design ensuring strong visibility on shelf, the new variant sits seamlessly alongside the original version and is perfect for spontaneous get-togethers and hanging out with friends.
Building on the success of Absolut Vodka & Sprite – the number one new ready-to-drink product in 2024 (Nielson, Total Coverage, YTD to 07.09.24) – the new flavour is designed to strengthen brand loyalty while attracting new consumers to the expanding market, which is now valued at £631m in GB (Nielsen Total ARTD Value MAT 01.03.25).
The brand will also be supported by a dynamic summer marketing campaign through social media, out-of-home advertising and influencer partnerships, both online and in-store.
To further support the campaign, Absolut Vodka & Sprite is the official bar partner at Tomorrowland, one of the world’s largest and most iconic music festivals this July – giving festival-goers a refreshing way to enjoy unforgettable summer hangouts with friends.
Elaine Maher, associate director, alcohol ready-to-drink at CCEP GB, said: “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.
“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 (IWSR Strategic Study ARTD UK, DE, BR, MEX + global 2022) – and offering consumers a fresh new way to enjoy a classic combination.
“By giving our brand fans even more ways to enjoy Absolut Vodka & Sprite with a new watermelon variant, we’re making it easier than ever to enjoy summer hangouts and bring the chill to any occasion, from festivals to spontaneous nights in with friends.”
Related content
