The Coca-Cola Company has set out to revolutionize the alcoholic beverage industry once again by leveraging some of its best-selling non-alcoholic brands. The American company recently announced its new partnership with Pernod Richard to produce Absolut Vodka & Sprite, a ready-to-drink (RTD) cocktail to be launched in Europe in early 2024.
In this regard, James Quincey, president and CEO of The Coca-Cola Company stated: “We keep consumers at the center of everything we do as we continue to develop our portfolio as a total beverage company. We are expanding in the ready-to-drink alcoholic beverage space, including products that utilize select brands from our core portfolio. We are excited about our new relationship with Pernod Ricard and look forward to the introduction of Absolut & Sprite.”
Absolut Vodka & Sprite will be launched in a Sprite and Zero Sugar version. The launch will initially take place in the United Kingdom, the Netherlands, Spain and Germany. Regarding alcohol content, Coca-Cola states that.
“the global benchmark for alcoholic beverage volume (ABV) is 5%, but will vary by market.”
Coca-Cola stated in this regard:
“Cans will include clear responsibility symbols indicating that the beverage should be enjoyed only by consumers of legal drinking age. Absolut & Sprite ready-to-drink will adhere to responsible marketing practices.”
