Coca-Cola Europacific Partners (CCEP) has announced the launch of an expanded multipack offering and Pride partnerships across the UK.

The new products are available nationwide in a six-can multipack for £10 each and span across the Absolut Vodka & Sprite range, which includes Original, Watermelon and Pineapple.

This launch builds on the increasing demand for multipacks within the RTD category, with 67 per cent of shoppers opting for this format, according to the One Pulse Survey.

The product is a strategic business move to tap into the alcohol RTD category, which continues to perform ahead of the wider alcohol market and is worth over £735m, according to a report from NIQ.

CCEP aims to appeal to shoppers who are looking for convenient options for social occasions over the summer.

Additionally, Absolut Vodka & Sprite is teaming up with four of the UK’s biggest Pride events this summer in Manchester, Leeds, Blackpool and Glasgow.

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Customers can stand a chance to win tickets to these events by scanning a QR code on promotional packs to enter the giveaway.

Elaine Maher, associate director, alcohol RTD at CCEP GB, said: “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.”

CCEP has a wide portfolio of RTD partnerships to encourage innovation and premiumisation in the category, including Jack Daniel’s & Coca-Cola, Absolut Vodka & Sprite, Bacardi & Coca-Cola and Schweppes canned cocktails.