Coca-Cola Europacific Partners (CCEP) is continuing to accelerate growth in the alcohol ready-to-drink (RTD) category with the launch of Absolut Vodka & Sprite Pineapple, the brand’s second fruity flavour innovation.
Now available nationwide at a RRP of £2.29, the 250ml cans blend Sprite’s crisp taste with Absolut Vodka’s smooth finish, elevated with a refreshing tropical burst of pineapple.
Pineapple was chosen to build on the strong performance of flavour-led innovation within the range. Absolut Vodka & Sprite Watermelon, launched last year, is now valued at nearly £750k and continues to deliver strong consumer appeal, CCEP said.
With a vibrant orange-to-green gradient design ensuring standout on shelf, the new cans sit “seamlessly” alongside the Original and Watermelon variants. The eye-catching design cues reinforce the range’s premium credentials, while making it easier for shoppers to navigate the fixture.
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 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.”
The nationwide rollout is supported by vibrant in-store activation including secondary display units to cooler frame stickers and shelf strips, as well as downloadable digital assets via MyCCEP.com, helping retailers bring the launch to life at fixture.
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