Coca-Cola and Pernod Ricard to release Absolut & Sprite vodka cocktail

Coca-Cola Co. and Pernod Ricard are teaming up on a ready-to-drink Absolut & Sprite vodka cocktail in 2024—but U.S. consumers won’t have access to the cans anytime soon. Instead, the two beverage giants are targeting Europe for the initial launch. The combination of the two iconic beverage names plays to increasing consumer interest in ready-to-drink cocktails and the power of brands in the emerging space. It also demonstrates Coke’s progress in its stated mission of becoming a “total beverage company,” blurring the lines between what once were separate worlds of traditional and alcoholic drinks. Check out the latest Ad Age events and award programs The drink will be about 5% alcohol by volume depending on the market. (Most light beers are around 4.2% ABV). Absolut & Sprite’s packaging will include both brand trademarks, the companies stated, but can designs have not yet been released. The companies said they would adhere to “responsible marketing practices,” saying that cans would include “clear responsibility symbols” stating that the drink is to be enjoyed only by consumers of legal drinking age. Coca-Cola has teamed with beer company Molson Coors on Topo Chico Hard Seltzer, Simply Spiked Lemonade and the recently released Peace Hard Tea. Separately, the company released a Jack & Coke premixed cocktail in partnership with Jack Daniel’s owner Brown-Forman. Jack & Coke cans entered the U.S. market earlier this year, and global volumes for the premixed cocktail have reached 1.8 million cases across 11 markets, Brown-Forman CEO Lawson Whiting said on an Aug. 30 earnings call. In the U.S., he called it “the most successful launch in Brown-Forman history,” noting the distribution gains it has made. It only trails the liquor company’s flagship Jack Daniel’s Tennessee Whiskey in distribution penetration, he said. Absolut & Sprite is another bar call turned canned cocktail—and although it might not have the same awareness as Jack and Coke, Coca-Cola execs expressed optimism. “We keep consumers at the center of everything we do as we continue to develop our portfolio as a total beverage company,” said James Quincey, chairman and CEO of Coca-Cola, in a press release. “We are expanding in the alcohol ready-to-drink space, including products that use 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.” Other soda, tea and juice brands that have also entered into the alcohol space include PepsiCo’s Hard Mtn Dew in partnership with Boston Beer Co.; Dunkin Spiked, a new line of hard ice teams and coffees; Lipton Hard Tea; and Sunny D, which released a vodka seltzer this year. Absolut & Sprite will be available in versions with Sprite and Sprite Zero Sugar, with the initial launch planned for select European countries in early 2024, including the United Kingdom, the Netherlands, Spain and Germany, the companies said. Coca-Cola did not elaborate on U.S. plans when asked by Ad Age. “This very promising and pioneering project brings together two leading companies who are committed to offering their consumers new experiences around premium products,” said Alexandre Ricard, CEO of Pernod Ricard, in a press release. “Sprite is a wonderful pairing for Absolut, and I’m convinced that our joining forces will bring the whole alcohol RTD category to the next level.” Absolut is separately preparing to launch vodka cranberry cocktails next year in partnership with Ocean Spray.

Coca-Cola and Pernod Ricard to release Absolut & Sprite vodka cocktail

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