Coca-Cola Europacific Partners (CCEP) has introduced Absolut Vodka & Sprite Watermelon, marking the brands first-ever flavour innovation. The two new flavours will be available in sleek 250ml aluminium cans and will be available nationwide.
The new blend combines Sprite’s signature crispness with the smoothness of Absolut Vodka, enhanced by a burst of refreshing watermelon—hailed as the ultimate summer flavour. Watermelon was selected for its vibrant, juicy profile, offering a fresh and exciting twist that perfectly complements the existing range.
Consumer testing showed strong enthusiasm for the new Absolut Vodka & SPRITE Watermelon, with an impressive 84 per cent purchase intent. Most consumers also indicated they could enjoy more than two drinks in a single session.
Blending the crisp, refreshing taste of SPRITE with Absolut Vodka and a burst of juicy watermelon, the new Absolut Vodka & SPRITE Watermelon is set to be the perfect ARTD choice for chillers this summer. Its eye-catching pink-to-green gradient design enhances shelf visibility, seamlessly complementing the original variant. Ideal for spontaneous gatherings and casual hangouts, this new flavour is set to make an impact.
Elaine Maher, associate director for ARTDs 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 – and offering consumers a fresh new way to enjoy a classic combination.”
Building on the success of Absolut Vodka & SPRITE—the top new ready-to-drink product of 2024—this latest launch aims to boost brand loyalty while attracting new consumers to the rapidly growing market, now valued at £631 million in Great Britain. The launch will be backed by a dynamic summer marketing campaign, featuring social media promotions, out-of-home advertising, and influencer collaborations, both online and in-store.
Further amplifying its presence, Absolut Vodka & SPRITE has been named the official bar partner at the iconic Tomorrowland festival, bringing the brand directly to festival-goers.
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