Pernod Ricard, Coca-Cola To Market Absolut & Sprite

Pernod Ricard and Coca-Cola are joining forces on a new RTD, Absolut & Sprite. The premixed cocktail (generally 5% abv, but dependent on the market) 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.

“This very promising and pioneering project brings together two leading companies who are committed to offering their consumers new experiences around premium products,” said Pernod Ricard CEO Alexandre Ricard.

Coca-Cola also has RTD partnerships in place with Brown-Forman (Jack & Coke), Constellation Brands (Fresca Mixed), and Molson Coors (Topo Chico, Simply Spiked, Peace Hard Tea). Speaking at the 47th Annual Impact Marketing Seminar earlier this month, Dan White, chief of new revenue streams at Coca-Cola, said the company’s alcohol RTD business is now closing in on $1 billion globally.—Daniel Marsteller

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