Coca-Cola Europacific Partners (CCEP) is putting Absolut Vodka & SPRITE at the heart of young adults’ summer plans with an expanded multipack offering and Pride partnerships across the UK.
Available nationwide now, the six-can multipack (RRP of £10.00) spans the full Absolut Vodka & SPRITE range – Original, Watermelon and, following its launch last month, Pineapple – giving shoppers greater choice and a format that’s ideal for sharing across flavours and occasions.
The launch reflects the growing importance of multipacks within the ready-to-drink (RTD) category, with 67% of shoppers opting for this format. Flavour also plays a key role in driving choice, with nearly a fifth (19%) of consumers saying variety influences their packaging preference.
This comes as the alcohol RTD category continues to outperform the wider alcohol market, now worth over £735 million in GB, with shoppers increasingly seeking convenient, flavour-led options for spontaneous get-togethers with friends.
CCEP’s success in the rapidly growing alcohol RTD category is built on a strategy of strong brand partnerships, recognisable names, innovation and premiumisation. Its portfolio includes:
- Jack Daniel’s & Coca-Cola – including Zero Sugar and Cherry variants
- Absolut Vodka & SPRITE – including Watermelon and Pineapple variants
- BACARDÍ & Coca-Cola – including a Spiced variant
- Schweppes canned cocktails – including Gin Twist and Paloma Bliss
At the heart of summer culture
Bringing this to life, Absolut Vodka & SPRITE is partnering with four of the UK’s biggest Pride events this summer, in Manchester, Leeds, Blackpool and Glasgow.
Shoppers can enter by scanning a QR code on promotional packs for a chance to win tickets to these events.
Retailers can use the promotion to capitalise on the increased demand around key seasonal and cultural moments with POS materials and digital assets via MyCCEP.com (online or via the new app), helping to drive visibility in-store, encourage trial and maximise sales.
Elaine Maher, Associate Director, Alcohol Ready-to-Drink at CCEP GB, said: “This is an exciting moment for Absolut Vodka & SPRITE as we continue to grow the brand and the wider alcohol RTD category.
“As social occasions evolve, consumers are looking for greater choice and flexibility. Moving into variety packs allows us to meet that demand while opening up new occasions for the brand.
“Summer is a key moment for the category, and being part of these Pride events is a natural extension given Absolut’s long-standing support for the LGBTQ+ community. Serving Absolut Vodka & SPRITE at bars across these events also creates valuable trial opportunities, helping to build awareness and drive demand in retail.
“For retailers, the opportunity lies in making the most of these moments through strong availability, impactful in-store execution and linking displays to key events to drive incremental sales.”
Please drink responsibly.