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Industrials
Title: Absolut Vodka & SPRITE Unveils Bold Watermelon Twist in First-Ever Flavour Innovation
Absolut Vodka & SPRITE has officially launched its first-ever flavour innovation with an exciting new watermelon variant, marking a fresh chapter in the popular ready-to-drink (RTD) cocktail category. This new watermelon-flavoured RTD is a vibrant and juicy addition to the existing range, combining Absolut’s signature smooth vodka with Sprite’s crisp lemon-lime character and a bold burst of refreshing watermelon. The launch aims to capture the growing consumer demand for flavour creativity in RTDs, especially heading into the busy summer months.
The 5% ABV Absolut Vodka & SPRITE Watermelon comes in a sleek, eye-catching 250ml aluminium can with a pink-to-green gradient design that stands out on retail shelves. The watermelon flavour was carefully chosen for its juicy, vibrant profile that complements the classic vodka-and-lemon-lime mix. This new innovation adds a fresh twist on a classic combination and is designed to attract adventurous drinkers seeking refreshing, flavour-forward options.
According to Coca-Cola Europacific Partners (CCEP), the watermelon flavour is the ultimate summer taste and taps into the number one growth driver within the RTD category: flavour innovation[1][3][5].
Ready-to-drink cocktails have seen exponential growth in recent years, now representing a £631 million category in grocery and convenience stores. Vodka-based RTDs remain a consumer favourite, thanks to vodka’s versatility and wide appeal, while lemon-lime soft drinks like Sprite provide a crisp, refreshing mixer foundation.
This launch is strategically timed ahead of summer, leveraging the seasonality of watermelon as a popular, thirst-quenching flavour. CCEP’s associate director for alcoholic RTDs, Elaine Maher, described the launch as a “game-changing moment” that not only revitalizes the Absolut Vodka & SPRITE brand but also sets a new benchmark for the entire RTD category[1][5].
To ensure high consumer engagement, the launch will be supported by a dynamic summer marketing campaign. This will include:
Such integrated marketing efforts aim to generate buzz and encourage trial, positioning Absolut Vodka & SPRITE Watermelon as the go-to cool and convenient cocktail choice for social gatherings, picnics, and casual hangouts[1][4].
Before launch, consumer testing revealed impressive enthusiasm for the watermelon variant. An outstanding 84% of participants expressed purchase intent, with many indicating they would enjoy multiple cans in a single occasion — highlighting the light, refreshing nature of the drink suited for extended social sessions.
This strong positive feedback underscores the flavour’s potential to capture a sizeable share of the RTD market and reinforces watermelon’s status as a trending ingredient in beverages for 2025[5].
Watermelon offers a naturally sweet yet refreshing taste with a vibrant, juicy profile. It pairs excellently with lemon-lime Sprite and the clean, smooth character of Absolut Vodka, making it a perfectly balanced flavour for an RTD. This combination delivers a bright, thirst-quenching experience with a playful twist on traditional vodka mixers.
The watermelon flavour innovation adds variety and excitement to the RTD portfolio, appealing to consumers seeking novel experiences beyond the classic flavours[1][5].
This new RTD is designed for convenience and instant enjoyment, making it ideal for:
Chilled straight from the can or poured over ice with a slice of fresh watermelon or lime, it offers versatility alongside ease of consumption.
| Feature | Detail | |-----------------------------|-----------------------------| | Alcohol Content (ABV) | 5% | | Packaging | 250ml aluminium slim can | | Flavour Profile | Watermelon, lemon-lime, vodka| | Retail Price | Approx. £2.30 per can | | Launch Period | Spring 2025, ready for summer| | Marketing Approach | Social media, OOH, influencers| | Consumer Purchase Intent | 84% positive |
Absolut Vodka & SPRITE RTD is a successful collaboration between two global giants: The Coca-Cola Company, via Coca-Cola Europacific Partners (CCEP), and Pernod Ricard, producer of Absolut Vodka. This partnership combines the expertise of a leading soft drink and mixer brand with one of the world’s most popular vodka producers.
The duo’s shared commitment to innovation and consumer-centric product development is reflected in this flavour launch, which not only extends their RTD portfolio but also enriches the category landscape with a bold, new taste experience[1][3][5].
The launch of Absolut Vodka & SPRITE Watermelon is a compelling example of how brand innovation drives market growth. By marrying the classic vodka and lemon-lime combo with a juicy watermelon twist, the new RTD offers consumers something fresh, exciting, and perfectly suited for the summer season.
With strong consumer interest, strategic marketing, and an affordable price point, Absolut Vodka & SPRITE Watermelon is poised to become a top choice for chilled alcoholic beverages in 2025. For anyone seeking a convenient, delicious, and refreshing cocktail experience, this new flavour innovation is set to deliver a winning sip.
This new watermelon flavour from Absolut Vodka & SPRITE marks an important milestone in RTD innovation, blending iconic ingredients with vibrant, on-trend flavours that capture the spirit of summer—fresh, fun, and flavourful.
Experience the bold watermelon twist and elevate your cocktail moments this season.
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