First-ever flavour innovation from ARTD cocktail brand
ALCOHOLIC ready-to-drink (ARTD) brand Absolut Vodka & Sprite has unveiled its first flavour innovation with its new Absolut Vodka & Sprite Watermelon cans.
Available nationwide now, the new Absolut Sprite Watermelon comes in a 250ml can with a pink to green colour gradient across the can to help the new variant to stand out on shelves and differentiate it from the standard Absolut Sprite.
The drink combines the crisp taste of Sprite with Absolut Vodka and a burst of refreshing watermelon flavour to help produce an ideal ARTD option for the chillers this coming summer.
Parent firm Coca-Cola Europacific Partners (CCEP) said that watermelon was chosen for its vibrant, juicy taste profile that compliments the existing range and brings something fresh and exciting into the mix.
The new launch will also be supported by a tranche of summer marketing materials across social media channels, out-of-home advertising and influencer partnerships, both online and in-store.
To further support the campaign, Absolut Vodka & Sprite has also been named as the official bar partner at music festival Tomorrowland, highlighting the brand to avid festival-goers in the process.
Elaine Maher, associate director for ARTDs 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.”
