Absolut Vodka & Sprite hits UK shelves
Pernod Ricard has teamed up with The Coca-Cola Company to launch ready-to-drink cocktail Absolut Vodka & Sprite in the UK.
Shortly after launching Jack Daniel’s & Coca Cola in partnership with Brown-Forman, drinks giant The Coca-Cola Company has partnered with Pernod Ricard to bring Absolut Vodka & Sprite to the UK market.
According to its makers, Absolut Vodka & Sprite brings together “two iconic global trademarks”, combining the “full-bodied, smooth character” of Absolut vodka with the “highly refreshing lemon and lime flavour” of Sprite.
The pre-mixed drink is on UK shelves now at an RRP of £2.30 per 250ml can, and will soon be launched in Germany, Spain and The Netherlands.
James Davies, senior director, Alcohol Ready to Drink at The Coca-Cola Company, said that the idea behind the product was to give “our adult consumers a refreshingly tasty and trusted drink experience.”
“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,” he said.
Meanwhile, Francesco Ottaviano, Global RTD portfolio director at Pernod Ricard, added: “While Absolut Vodka and 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.”
Furthermore, the drink is being positioned by Absolut’s marketing team as “a celebration of Absolut’s belief that we are all Born to Mix.”
The product, available in a 250ml can at 5% ABV, will be clearly labelled to show that the drink is to be enjoyed only by consumers of legal drinking age.
The release forms part of a wider pre-mixed cocktail line for Absolut, which includes the new Absolut & Ocean Spray Vodka Cranberry; Vodka Mojito; and Raspberry Lemonade RTDs, served in 750ml glass bottles rather than cans.
As the drinks business has reported, soft drink companies are increasingly forging alliances with the world’s biggest spirits brands to offer RTDs. It is hoped that this will stand them in good stead as the RTD sector continues to gain traction with younger consumers.
The Coca‑Cola Company’s soft drink portfolio includes Coca‑Cola, Sprite, Fanta, smartwater, vitaminwater, Powerade, innocent, and Minute Maid, while it’s alcohol-based products include Jack Daniel’s & Coca-Cola, Lemon Dou, Topo Chico Hard Seltzer and Schweppes Mixed.