CCEP expands its alcoholic RTD range with new flavour
DRINKS giant Coca-Cola Europacific Partners (CCEP) has continued to expand on its alcoholic RTD range with the launch of its new Absolut Vodka & Sprite Pineapple flavour.
Marking the brand’s second fruity flavour innovation following the Watermelon variant’s launch, the new RTD blends together the smooth Absolut Vodka finish with the signature crisp taste of Sprite and a tropical burst of pineapple.
CCEP has said that pineapple was chosen to build further on the strong performance of flavour-led innovation within the range following the success of the Absolut Vodka & Sprite Watermelon drink, which is now valued at nearly £750,000 according to Nielsen data.
The nationwide rollout of the new variant is being supported by vibrant in-store activations including secondary display units to cooler frame stickers and shelf strips. Furthermore, there will be downloadable assets available via MyCCEP.com to help bring the launch to life across retailers’ socials and in-store media.
The new Absolut Vodka & Sprite Pineapple variant is available now in a 250ml can with an RRP of £2.29 per can.
Elaine Maher, associate director for alcohol RTD at CCEP GB, said: “Innovation continues to be central to CCEP’s alcohol RTD growth story. Every launch is designed to bring something new to the fixture while staying true to our focus on premiumisation and strong brand collaborations – and this launch is no exception.
“Flavour is still the single biggest driver of shopper choice in alcohol RTDs, which is why flavour-led innovation remains a priority for us, with Pineapple as the next step. The packaging has also been designed to support easy navigation in fixture, clearly positioning Pineapple as an extension of the core range rather than a standalone SKU.
“This helps retailers maximise visibility, drive impulse purchases – particularly from the chiller, where cold is sold – and range the variant seamlessly alongside existing favourites to unlock incremental value.”
