After announcing plans last year to develop a jointly branded drink, the Coca-Cola Company and Pernod Ricard have announced that Absolut Vodka & Sprite has gone on sale in the UK.
The design of the new alcoholic ready-to-drink (RTD) cocktail puts Absolut Vodka’s Iconic bottle shape front and centre, while the colour gradient reflects Sprite’s lemon and lime flavour.
Rolling out into wholesale and convenience this month and then nationwide across grocery from Spring, Absolut Vodka & SPRITE 250ml cans (5% ABV) have an MRRP of £2.30.
The launch will be supported by a summer marketing campaign, which will include PR, social media and influencers, sampling and out-of-home advertising. Convenience retailers can also visit Coca-Cola’s trade website for point-of-sale kits and digital assets.
James Davies, Senior Director, Alcohol Ready to Drink at The Coca-Cola Company commented: “Our consumers are at the centre of everything we do, and it’s important that we provide them with a wide range of drinks that suit different tastes and occasions. The new offering of Absolut Vodka & Sprite is a combination of the familiar premium taste of Absolut Vodka with the iconic and signature lemon-lime taste of Sprite, giving our adult consumers a refreshingly tasty and trusted drink experience.”
Francesco Ottaviano, Global RTD Portfolio Director at Pernod Ricard, added: “While Absolut Vodka & Sprite have long been enjoyed together around the world, we now unite two powerhouse brands in a unique ready-to-drink product. We are thrilled to present this exclusive premium proposition in a convenient and portable format to our European consumers.”
After its UK launch, Absolut Vodka & Sprite will be rolled out in other European markets such as Germany, Spain and the Netherlands.
NAM Implications:
- If RTD provides a perfect blend of spirit & mixer for the target audience…
- …then this collaboration of two well-established brands…
- …with significant and complementary footprints…
- …has to be a pointer for others.
