Coca-Cola Europacific Partners (CCEP) has announced the nationwide launch of Absolut Vodka & SPRITE Pineapple, marking the second flavour innovation within its successful brand collaboration series. The new 250ml canned variant enters a category currently valued at over £735 million in Great Britain, which is currently the fastest-growing segment in the alcohol industry.
With a recommended retail price (RRP) of £2.29, the product combines the established brand equity of Absolut and SPRITE with a tropical flavour profile identified as a high-potential growth driver. This launch follows the April 2024 introduction of the Watermelon variant, which has already reached a valuation of nearly £750,000.
Data from CCEP indicates that flavour remains the single most significant driver of shopper choice within the alcohol ready-to-drink (RTD) market. Testing for the Pineapple variant revealed a strong 84% purchase intent among consumers, prompting its inclusion as a permanent fixture alongside the Original and Watermelon SKUs.
The strategy reflects a broader industry trend toward premiumization and "bar-quality" convenience. By offering recognisable brand names in a portable format, CCEP aims to capture "spontaneous" consumption occasions such as festivals, social gatherings, and picnics.
Elaine Maher, Associate Director of Alcohol RTD at CCEP GB, noted that the launch is designed to ensure "shelf standout" through a vibrant orange-to-green gradient design. The packaging is engineered to help shoppers navigate the fixture easily, positioning the new variant as a natural extension of the existing range rather than a standalone product.
The alcohol RTD segment is forecast to see value growth of nearly 4.4% by 2028. To help retailers capitalise on this momentum, CCEP is supporting the rollout with a comprehensive marketing and point-of-sale (POS) package, including:
In-Store Activation: Secondary display units, cooler frame stickers, and shelf strips.
Digital Support: Downloadable assets via the MyCCEP.com platform.
Cold Storage Strategy: A focus on "cold is sold" messaging to drive impulse purchases from chillers.
By integrating the Pineapple variant into the existing shelf sets, CCEP aims to unlock incremental value for retailers by leveraging the high visibility of the core Absolut x SPRITE range while providing the flavour variety that modern consumers demand.
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