Pernod Ricard has become the latest spirits brand owner to agree on a co-branded RTD with The Coca-Cola Co, as vodka flagship Absolut prepares to team with Sprite.
Five months after unveiling a vodka & cranberry premix for Absolut in partnership with cranberry cooperative Ocean Spray in the US, Pernod Ricard has announced a two-strong Absolut & Sprite RTD range for early next year, featuring Sprite and Sprite Zero Sugar. The 5% ABV line – the strength of which will depend on the market – will kick off in European markets including Germany, the Netherlands, Spain and the UK.
The joint announcement comes 16 months after Brown-Forman secured a similar deal, for Jack Daniel’s with the soft drinks giant’s namesake brand. The Jack & Coke RTD has since rolled out globally.
“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 Alex Ricard. “I’m convinced that our joining forces will bring the whole alcohol RTD category to the next level.”
When contacted by Global Drinks Intel, a company spokesperson declined to comment on the likelihood of an extension of the arrangement for other spirits brands in the portfolio. The group also sells a Havana Club rum & Cola RTD,
