Coca-Cola Europacific Partners (CCEP) has widened its ready-to-drink (RTD) range with the launch of Absolut Vodka & Sprite Watermelon.
Country-wide available in 250ml cans, the product mixes Sprite's own taste with the smoothness of Absolut Vodka and topped with a watermelon flavour.
According to coherent market insights, the vodka industry is anticipated to expand at a considerablr CAGR of throughout the forecasting period of 2025-2032. The market is anticipated to grow to at a significant rate by 2032. The size of the industry is being led by increasing interest in cocktails culture among millennial consumers.
As per CMI’s senior research consultant Yash Doshi, companies are now experimenting with innovative flavors for vodka cocktails which is drawing consumers towards exploring more expensive alcoholic beverages.
The new variant aims to offer a fresh twist on the existing range, with consumer testing showing 84% purchase intent and a preference for multiple drinks per session. The can’s pink-to-green gradient design enhances shelf visibility.
Elaine Maher, associate director of alcohol RTD 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".
She continued: “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 – flavor 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.”
Source:
Ecommerce PLatform: FOODBEV MEDIA Ltd.
Company: Coca-Cola Europacific Partners