Coca-Cola Europacific Partners (CCEP) has announced the launch of Absolut Vodka & SPRITE Watermelon – the brand’s first-ever flavour innovation.

Available now, the sleek 250ml cans combine SPRITE’S signature taste with Absolut Vodka’s smoothness and a burst of refreshing watermelon – which it says is the flavour of summer in a can. 

Watermelon was chosen for its vibrant, juicy profile that complements the existing range while bringing something fresh and exciting to the mix. 

Plus, consumer testing revealed excellent scores in purchase intent (84%), with a majority of consumers saying they could enjoy more than two drinks in one session.

With its vibrant pink-to-green gradient design ensuring strong visibility on shelf, the new variant sits seamlessly alongside the original version and is perfect for spontaneous get-togethers and hanging out with friends.

Building on the success of Absolut Vodka & SPRITE – the number one new ready-to-drink product in 2024 – the new flavour is designed to strengthen brand loyalty while attracting new consumers to the expanding market, which is now valued at £631m in GB.