Coca-Cola Europacific Partners hopes to put Absolut Vodka & Sprite at the centre of young adults’ summer plans with the launch of a new multipack format, supported by Pride partnerships across the UK.
Available now, the six-can multipack has an RSP of £10 and spans the full Absolut Vodka & Sprite range, including Original, Watermelon and Pineapple. The format is designed to offer greater choice and flexibility, making it suitable for sharing across different flavours and occasions.
POS materials and digital assets are available via MyCCEP.com.
The move reflects the growing importance of multipacks within the ready-to-drink category, with 67% of shoppers choosing this format. Flavour variety is also influencing purchase decisions, with 19% of consumers saying it affects their packaging preference.
The launch comes as the alcohol RTD category continues to outperform the wider alcohol market and is now worth more than £735m in GB, driven by demand for convenient, flavour-led options for spontaneous social occasions.
As part of the summer activity, Absolut Vodka & Sprite is partnering with Pride events in Manchester, Leeds, Blackpool and Glasgow. Shoppers can scan QR codes on promotional packs for the chance to win tickets to them.
