Three Sixty launches Germany’s first sugar-free vodka & energy RTD

Three Sixty, the market leader in Germany’s premium vodka segment, has announced the launch of a new ready-to-drink (RTD) innovation: Vodka & Energy Drink Zero Sugar.

The release marks the first time a sugar-free vodka and energy drink combination has been available in a convenient RTD can in the German market. The move is a direct response to the growing consumer demand for better-for-you mixers and spirits that do not compromise on potency or flavour.

The RTD category is currently one of the fastest-growing segments in the German spirits market. Three Sixty’s classic “Vodka & Energy” variant saw a 35% volume growth in 2025, selling nearly four million cans. By introducing a “Zero Sugar” version, the brand is tapping into the health-conscious consumer base that has already driven success for sugar-free mixers in the on-trade.

“Vodka & Energy is one of Germany’s most popular long drinks,” said Tim Hotfiel, senior brand manager at Three Sixty Vodka. “With this launch, we are introducing the first RTD variant with a sugar-free energy drink and once again underlining our ambition to actively help shape RTD trends.”

The new variant maintains the high standards of the core brand, featuring:

• Format: 330ml can
• Alcohol content: 10% ABV (significantly higher than many competing RTD products)
• Aesthetics: the white can features Three Sixty’s signature faceted look, making it instantly recognisable while distinguishing it from the classic sugar-containing version.

Pricing: RRP of €2.89

The launch is being supported by a nationwide retail campaign titled “YOUR CHOICE.” Under this banner, the classic and zero-sugar variants will be placed side-by-side on shelves. This strategy aims to simplify the consumer’s decision-making process at the point of sale, allowing them to choose based on sugar preference without needing complex explanations.

To maximise impact, Three Sixty is focusing on chilled placement in retail stores. By targeting “immediate consumption” areas, the brand hopes to capture the spontaneous, on-the-go market — a key driver for the RTD sector.

The Zero Sugar variant joins an already robust RTD portfolio that includes flavours like Passion Fruit, Dark Berry, and Açaí, as well as premixed cocktails like the Espresso Martini and Skinny Bitch.

The Three Sixty Vodka & Energy Drink Zero Sugar is available now nationwide in German retail.