Coca-Cola Europacific Partners launches Absolut Vodka & Sprite Watermelon RTD in UK
New watermelon-flavoured Absolut Vodka & Sprite variant targets flavour-seeking consumers with a vibrant twist on a classic combo.
UK – Coca-Cola Europacific Partners (CCEP) has unveiled a new addition to its growing ready-to-drink (RTD) portfolio with the launch of Absolut Vodka & Sprite Watermelon.
The product, which is now available in the UK in sleek 250ml cans, blends the crispness of Sprite with the smooth profile of Absolut Vodka and a bold watermelon flavour.
The launch follows the successful debut of Absolut Vodka & Sprite, which has become the top-performing new RTD product in 2024 according to Nielsen data. With the RTD market in Great Britain now valued at £631 million, the new flavour aims to expand brand reach and reinforce consumer loyalty.
According to the company, watermelon was selected as the latest variant due to its juicy, vibrant flavour profile, which complements the existing product range. Consumer testing yielded a strong 84% purchase intent score, and a majority of participants expressed willingness to enjoy more than two cans in a single session.
Elaine Maher, Associate Director of Alcohol RTD at CCEP GB, described the launch as a milestone for the Absolut Vodka & Sprite brand.
She emphasized that the watermelon variant leverages the popularity of vodka-based RTDs and lemon-lime mixers, while adding a flavour twist that aligns with current consumer preferences.
The new release is part of a broader innovation strategy for the brand, which includes a robust summer marketing campaign. The product will be promoted through social media, influencer partnerships, and out-of-home advertising, with both online and in-store activations planned.
Additionally, Absolut Vodka & Sprite has been named the official bar partner of Tomorrowland, one of the world’s largest music festivals, further boosting the product’s visibility during the peak summer season.
Earlier this year, Absolut expanded its RTD offerings with new flavours in its bottled cocktail and Ocean Spray lines.
The bottled cocktail range welcomed Espresso Martini and Classic Cosmopolitan variants, both with an ABV of 20%.
Meanwhile, the Ocean Spray RTD range added Vodka White Cran-Peach and Vodka Cran-Mango, each with an ABV of 4.5%.
According to Pernod Ricard’s fiscal 2025 Q1 results, Absolut’s RTD portfolio delivered double-digit growth, driven by continued innovation and market demand.
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