RTD Absolut and Sprite hits shelves

Pernod Ricard and The Coca-Cola Company have partnered to launch ready-to-drink Absolut Vodka and Sprite in Great Britain.

The new pre-mixed offering is canned at 5% ABV, but will vary in different markets. Available in 250ml cans, the Great Britain launch will be followed by other European markets such as Germany, Spain and the Netherlands. Debasree Dasgupta, vice-president global marketing, Absolut Vodka, said: “Absolut and Sprite is a dynamic fusion of two iconic brands, a collaboration that transcends boundaries and meets the ever-evolving desires of today’s consumer and new consumption occasions. “This unique partnership isn’t just a drink – it is a celebration of Absolut’s belief that we are all ‘born to mix’.” Absolut creates new campaign with Olly Alexander The vodka brand also recently collaborated with UK Eurovision contestant Olly Alexander, lead singer in the band Years & Years. Together, Absolut and Alexander have created a campaign to promote a limited edition bottle made by the singer-songwriter. The campaign is part of Absolut’s wider ‘Born to Mix’ campaign. It champions three UK changemakers: Lady Phyll, founder of UK Blak Pride, Trina Nicola, founder of Curve Catwalk (an inclusive community for plus-size dancers), and ShayShay, co-founder of The Bitten Peach (a cabaret night for the queer Asian community). Each person has been credited for founding and building safe spaces for communities to meet, celebrate diversity, and instigate change. Leanne Banks, marketing director at Pernod Ricard UK, said: “At Absolut, we continue to support and platform the individuals who are making moves and taking inspiring steps to build a more diverse world and a better future. “We’ve loved working with Olly again, as he enters a huge year, and we are proud to fund such important initiatives that aim to bring people together, inspire and empower individuals to take a step towards creating the change they want to see in the world.”