Coca-Cola Europacific Partners (CCEP) has launched Absolut Vodka & Sprite Watermelon – the ready-to-drink brand’s first flavour innovation.
Rolling out in 250ml cans, the new line will be supported by a summer marketing campaign through social media, out-of-home advertising and influencer partnerships, both online and in-store.
To further support the campaign, Absolut Vodka & Sprite is the official bar partner at Tomorrowland, one of the world’s largest music festivals this July.
Elaine Maher, Associate Director, Alcohol Ready-to-Drink 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.
“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 in with friends.”
