This summer, premium pre-mixed drinks are tapping into the enduring power of summer with sweet, tropical flavours. Absolut Vodka & Sprite have embraced the trend with the launch of Absolut Vodka & Sprite Watermelon in the UK, offering adult drinkers a new way to enjoy this iconic mix.
Absolut Vodka & Sprite Watermelon blends juicy watermelon with Absolut’s smooth, full-bodied character and Sprite’s lemon and lime taste. This summery serve is sweet on the palate with a bubbly taste which will transport consumers to warmer climates, without requiring any mixology skills.
The vibrant new flavour is available now in a 250ml can (5% ABV).
“The popularity of premium pre-mixed beverages is more than just a trend, it’s a revolution in how adult consumers enjoy high-quality mixed drinks,” said Ioanna Topali, Marketing Director Alcohol Ready to Drink at Coca-Cola. “Absolut & Sprite Watermelon taps into consumer’s love for summer alfresco gatherings, offering seasonal sweet flavours that deliver on taste, convenience and quality.”
Debasree Dasgupta, VP Global Marketing, Absolut Vodka, continues:
“Absolut & Sprite Watermelon is a dynamic fusion of two iconic brands, a collaboration that transcends boundaries and meets the ever-evolving desires of today’s consumer. The taste of this new flavour is designed to capture the essence of summer with a delicious watermelon flavour in a convenient format, making it easy for consumers to enjoy a high-quality drink without the hassle of mixing.”
To celebrate the launch, consumers can enter an exclusive competition to win tickets to Tomorrowland by scanning the QR code on the can. The large-scale electronic dance music festival takes place annually in Belgium and is one of the biggest festivals in the world with tickets selling out in minutes.
Absolut Vodka & Sprite believe in drinking responsibly and want their consumers to as well. Cans will include clear responsibility symbols stating that the drink is to be enjoyed only by consumers of legal drinking age. Absolut Vodka & Sprite ready-to-drink beverages adhere to the responsible marketing practices of Pernod Ricard and The Coca-Cola Company. Both brands have robust alcohol marketing policies in place which go beyond legal guidelines to set high standards for the wider industry.
Absolut Vodka & Sprite Watermelon is available nationwide now.
