Absolut Vodka & Sprite has expanded its ready-to-drink (RTD) cocktail offerings by introducing a new watermelon-flavored variant. This 5% alcohol by volume (ABV) canned drink will be available in grocery and convenience stores with a recommended retail price of £2.30 for a 250ml can. The launch follows the introduction of the original Absolut Vodka & Sprite RTD in February 2024.
Coca-Cola Europacific Partners selected the watermelon flavor due to its "vibrant, juicy profile," aiming to bring "something fresh and exciting" to the RTD market, which is currently valued at £631 million. The company plans to support the launch with a robust summer marketing campaign that includes social media outreach, out-of-home (OOH) advertising, and influencer collaborations.
Elaine Maher, the associate director for alcoholic ready-to-drink products at CCEP GB, emphasized that innovation is crucial for their RTD portfolio. She touted the watermelon variant as a transformative addition, aiming to enhance consumer enjoyment of this classic flavor pairing. With vodka maintaining its top-tier status in RTDs, the move to introduce a bold watermelon twist aligns with current trends of flavor innovation in the market.
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