Blog Post: A Refreshing Collaboration: Absolut Vodka and Sprite Combine Forces for Pre-Mixed Cocktails

In an exciting development for cocktail enthusiasts, Absolut Vodka and Sprite have joined together to create a pre-mixed canned cocktail set to hit select European markets, including Britain, the Netherlands, and Spain, in early 2024. This collaboration between Pernod Ricard, the France-based drinks maker, and Coca-Cola is set to revolutionize the ready-to-drink alcohol industry.

The Absolut & Sprite canned cocktail is expected to be a smash hit amongst fans of the popular vodka and lemon-lime soft drink combination. Not only will consumers be able to enjoy their beloved cocktail conveniently in a can, but they will also be treated to the combined power of two globally recognized brands.

This partnership between Pernod Ricard and Coca-Cola follows the trend of soft drinks companies expanding their presence in the alcohol market. Last year, Coca-Cola ventured into the realm of whiskey by partnering with Jack Daniels. The growing demand for pre-mixed cocktails in key markets has prompted these companies to explore new avenues for growth and cater to evolving consumer preferences.

The potential of the ready-to-drink alcohol category is undeniably vast. Last year, industry tracker IWSR estimated that the category’s value will increase by a staggering $11.6 billion between 2022 and 2026. Moreover, volume is expected to grow by 24% over the same period. These figures indicate the immense opportunities for both soft drink and spirits manufacturers to tap into this thriving market.

Alexandre Ricard, CEO of Pernod, expressed his excitement about this collaboration, stating, “Sprite is a wonderful pairing for Absolut, and I’m convinced that our joining forces will bring the whole alcohol ready-to-drink category to the next level.” Vodka is a popular base for ready-to-drink alcoholic beverages, and lemon-lime soft drinks are widely favored as mixers in pre-mixed cocktails. This combination is expected to create a winning formula that will resonate with consumers.

Market research conducted by IWSR in 2022 revealed that products based on spirits, particularly vodka, hold a 45% share in the ready-to-drink category across ten major markets. Cocktail and long drink variations are projected to be key drivers of growth in this segment. Additionally, more than 50% of consumers in these markets are influenced to purchase ready-to-drink products if they are associated with well-known spirits, beer, or soft-drink brands.

The introduction of the Absolut & Sprite canned cocktail is a testament to the innovative spirit of the industry and its ability to adapt to changing consumer preferences. By combining the refreshing taste of Absolut Vodka with the distinct flavor of Sprite, Pernod Ricard and Coca-Cola have created a concoction that promises to take the ready-to-drink alcohol market by storm.

So, mark your calendars for early 2024 and get ready to indulge in the perfect blend of Absolut Vodka and Sprite, packaged conveniently in a can. This exciting collaboration is set to invigorate the pre-mixed cocktail scene and elevate your drinking experience to new heights.