Coca-Cola Europacific Partners (CCEP) has revealed it’s 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 £10) spans the entire latest Absolut Vodka & Sprite range - Original, Watermelon, and following its launch last month, Pineapple - giving greater choice with a format ideal for sharing across flavours and occasions.
The launch reflects the growing importance of multipacks within the ready-to-drink (RTD) category, CCEP said. Flavour also plays a key role in driving choice, with nearly a fifth (19%) of consumers saying variety influences their packaging preference, it advised.
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, Bacardi & Coca-Cola and the Schweppes canned cocktails range.
Bringing this to life, the RTD is also partnering with four of the UK’s biggest Pride events this summer, in Manchester, Leeds, Blackpool and Glasgow. Shoppers can win tickets to these events by scanning a QR code on promotional packs for a chance to win.
Elaine Maher, associate director for alcohol RTDs 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.
“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.”
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