CCEP capitalises on social occasions with Absolut extension
Coca-Cola Europacific Partners (CCEP) has announced a format extension for its Absolut Vodka & Sprite ready-to-drink (RTD) co-branded cocktail, introducing a new multipack option ahead of the peak summer trading period.
The move represents an effort by the beverage giant to capture a larger share of at-home socialising occasions, mid-week treating, and outdoor gatherings like picnics and festivals.
The introduction of the 4 x 250ml multipack follows the initial launch of the single-can format. By expanding the packaging architecture, CCEP aims to provide retailers with a higher-value, volume-driving proposition that aligns with evolving consumer purchasing habits in the rapidly growing premium RTD category.
Driving volume via social formats
The rollout of the multipack format is designed to tap into pre-planned consumer shopping trips. While single cans typically cater to immediate, on-the-go consumption, multipacks allow brands to secure space in the consumer’s home refrigerator ahead of social events, driving incremental volume for retailers.
The strategy coincides with a broader summer marketing push for the brand, which includes a high-profile “Pride takeover” featuring dedicated festival activations, out-of-home advertising, and creative social media campaigns.
Elaine Maher, associate director for alcohol ready-to-drink at CCEP Great Britain, highlighted the market dynamics behind the format expansion: “As social occasions evolve, consumers are looking for greater choice and flexibility. Moving into variety packs allows us to meet that demand while opening up new occasions for the brand.
“Summer is a key moment for the category, and being part of these Pride events is a natural extension given Absolut’s long-standing support for the LGBTQ+ community. Serving Absolut Vodka & SPRITE at bars across these events also creates valuable trial opportunities, helping to build awareness and drive demand in retail.
“For retailers, the opportunity lies in making the most of these moments through strong availability, impactful in-store execution and linking displays to key events to drive incremental sales.”
Capitalising on premium RTD momentum
The premium RTD alcohol segment has remained a resilient growth driver within the convenience and grocery retail sectors. Consumers are increasingly seeking bar-quality serves in accessible, portion-controlled formats. By bundling the co-branded product into a four-pack, CCEP and brand partner Pernod Ricard are looking to maximise the visibility of a high-performing SKU during a key seasonal window.
