UK | Coca-Cola Europacific Partners (CCEP) has shaken up the ready-to-drink category with the launch of Absolut Vodka & SPRITE Watermelon – the brand’s first-ever flavour innovation.
The sleek 250ml cans combine SPRITE’s signature crisp taste with Absolut Vodka’s smoothness and a burst of refreshing watermelon - the summer flavour in a can.
Watermelon was chosen for its vibrant, juicy profile that complements the existing range while bringing something fresh and exciting. Plus, consumer testing revealed excellent scores in purchase intent, with most consumers saying they could enjoy more than two drinks in one session.
With its vibrant pink-to-green gradient design ensuring strong visibility on the shelf, the new variant sits seamlessly alongside the original version. It is perfect for spontaneous get-togethers and hanging out with friends.
Building on the success of Absolut Vodka & SPRITE, the new flavour is designed to strengthen brand loyalty while attracting new consumers to the expanding market, which is now valued at GBP 631m.
The brand will also be supported by a dynamic summer marketing campaign that will use social media, out-of-home advertising, and influencer partnerships, both online and in-store.
“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, Alcohol 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.”
“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 with friends.”
To further support the campaign, Absolut Vodka & SPRITE are the official bar partners at Tomorrowland, one of the world’s largest and most iconic music festivals this July. This will give festival-goers a refreshing way to enjoy unforgettable summer hangouts with friends.
