CCEP doubles down on flavour innovation

Coca-Cola Europacific Partners (CCEP) is accelerating its push into the high-growth alcohol ready-to-drink (RTD) market with the nationwide launch of Absolut Vodka & Sprite Pineapple. This latest addition marks the second flavour-led innovation for the co-branded range, following the successful debut of the Watermelon variant last year.  

The move signals a clear shift in CCEP’s strategy: prioritising “flavour-led innovation” to capture a category now valued at over £735 million in Great Britain — a segment currently growing faster than any other alcohol category.  

Flavour as the primary growth driver

For CCEP, the decision to lead with Pineapple is rooted in consumer data. According to Elaine Maher, associate director for alcohol RTD at CCEP GB, flavour remains the “single biggest driver” of shopper choice in the RTD sector.  

The launch aims to build on the momentum of Absolut Vodka & Sprite Watermelon, which has already reached a market value of nearly £750,000. By diversifying the portfolio with tropical profiles, CCEP is looking to “unlock incremental value” for retailers by attracting shoppers who prioritise variety and modern taste profiles over traditional spirit-and-mixer combinations.  

Bringing a bar-quality experience to the chiller

The new 250ml slimline cans (5% ABV) are designed to bridge the gap between premium cocktails and the convenience of the RTD format. Key features of the new release include:  

• Premium collaboration: leveraging the global brand equity of Absolut Vodka and the crisp, lemon-lime profile of Sprite. 
• Shelf standout: the cans feature a vibrant orange-to-green gradient, designed to help consumers navigate the chiller fixture while reinforcing the range’s premium credentials. 
• Targeting in-between moments: much like recent trends in the broader cider and spirit markets, CCEP is positioning this drink for “relaxed, spontaneous occasions” — from festivals and picnics to unwinding at home after work.  

Future-proofing the RTD portfolio

The UK’s alcohol RTD market is forecast to see a value growth of nearly 4.4% by 2028. CCEP’s strategy focuses on premiumisation — the idea that consumers are willing to pay more for high-quality, recognisable brands that offer consistent, sophisticated flavours without the need for manual mixing.  

The rollout is being supported by a heavy retail marketing campaign, including secondary display units and digital assets via the MyCCEP platform, ensuring the “Tropical Twist” variant is front-and-centre for impulse buyers during the spring and summer social seasons.  

By doubling down on tropical flavours and high-profile partnerships, CCEP is aiming to define the standard for the modern, flavour-first drinking experience.