Absolut and Ciroc RTDs set to boost c-store sales
THE Coca-Cola Company and Pernod Ricard have teamed up to create Absolut Vodka & Sprite, while Diageo is using its Ciroc vodka in two new sparkling RTDs, with the newcomers set to help boost sales in convenience stores.
An Absolut winner for RTD sales
THE Coca-Cola Company and Pernod Ricard have launched their Absolut Vodka & Sprite RTD across the UK.
The 250ml cans have an ABV of 5%, with an RRP of £2.30 each, and are sold in cases of 12.
The companies say the can design puts the distinctive Absolut bottle shape front and centre, while the vibrant colour gradient reflects the mix of the vodka’s smoothness with the soft drink’s refreshing flavour.
The launch will be supported by a summer marketing campaign that will include PR, social media and influencers, sampling and out of home advertising.
Convenience retailers can also visit the trade website My.CCEP.com for point-of-sale kits and digital assets to help engage their adult shoppers.
Elaine Maher, of Coca-Cola Europacific Partners, which makes the new drink, said Sprite’s lemon and lime taste would tap into consumer desires for refreshing alcohol RTDs.
She added: “We’re confident that Absolut Vodka & Sprite will help elevate alcohol RTD sales for retailers, particularly as we enter the warmer months.”
Ciroc rolls out into RTDs
DIAGEO is putting its Ciroc super-premium vodka into two new sparkling RTDs – Ciroc Summer Citrus and Ciroc Tropical Passion – which mix the flavoured spirits with lemonade.
Both variants come in 250ml cans with an ABV of 5% and RRP of £2.85 each – and are available across convenience, wholesale and grocery channels in cases of 12.
Diageo says the launch will be supported by a disruptive marketing campaign across social and digital platforms to capture shoppers’ attention through the summer and beyond.
And during consumer taste tests, 82% said they intended to purchase the new SKUs.
Ciroc brand manager Conor Brown said: “Particularly as we approach the summer, the new range is ideal for attracting shoppers who are on the go, attending festivals, planning get-togethers with friends such as BBQs and picnics, and looking to elevate those occasions with a more premium option.”
