How Absolut Vodka and Sprite aim to shake up Singapore's ready-to-drink scene

When people think of Sprite, they think refreshment. When they think of Absolut, they think, well, party time. Now, the two global icons have come together in a ready-to-drink (RTD) cocktail that promises to shake up the Singapore's RTD scene.

Launched on 10 October, Absolut Vodka & Sprite aims to capture life’s unplanned moments, rooftop chill-outs, weekend catch-ups, or spontaneous hangouts with friends. The drink is a 250ml pre-mixed can with 5% ABV, blending Absolut’s smooth character with Sprite’s lemon-lime zest.

For Rocko Ogsimer, frontline marketing director for Coca-Cola in the Philippines, Thailand, and Singapore, the idea behind pairing the two brands was both simple and strategic.

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“Absolut and Sprite is one of the most legendary bar calls globally. We wanted to create beverages for multiple countries, different people, different cultures. Having that in a can just made so much sense," he said. He added that beyond convenience, the collaboration reflects both companies’ commitment to responsible alcohol marketing, a priority for Coca-Cola.

The partnership itself started at a global level. Fans of both brands may recall that The Coca‑Cola Company and Pernod Ricard first unveiled their collaboration in 2023, with plans to launch ready-to-drink Absolut & Sprite cocktails in select European markets including the UK, the Netherlands, Spain, and Germany.

The concept, combining premium vodka with lemon-lime Sprite or Sprite Zero Sugar, allowed both companies to test and refine the RTD formula on an international scale before bringing it to Singapore.

“When we started getting into alcohol, we looked at different strategies. We wanted products that were trusted by consumers and of high quality. Absolut met those criteria,” Ogsimer stated. The iconic cocktail, he said, was a natural choice to introduce the brand into the ready-to-drink alcohol space.

Mixing innovation with responsibility

Coca-Cola’s move into adult beverages is part of a larger portfolio vision. “We want to have beverages for all — different consumer segments, different needs,” said Ogsimer. “We already have popular non-alcoholic RTDs, but there’s a real opportunity for adult consumers in alcoholic ready-to-drinks. That’s why we’re here now.”

Marketing alcoholic products, however, comes with a different set of rules compared with non-alcoholic campaigns. According to Ogsimer, Coca-Cola follows a global responsible marketing policy for its RTDs, ensuring campaigns never target minors and remain respectful of local cultures. He added that the company’s approach is designed to grow the category responsibly and sustainably, a goal it is steadily achieving.

In Singapore, consumers can expect a nuanced, localised approach. “We’ll have activities with KOLs, media buys, sometimes bus stops or below-the-line (BTL) activations,” he said. “The main theme is for unplanned occasions, the freedom of just getting together, hanging out with friends. That cuts through, whether it’s Singapore or the Philippines, and it’s actually something new for the category.”

Balancing two iconic brands in a single product was another challenge. Ogismer noted: 

It’s a partnership, not just two brands side by side.

“The focus is on delivering unplanned occasions, sudden get-togethers, responsible fun. It doesn’t overshadow either brand because they work really well together. That’s something we’re proud of," Ogismer said. 

The launch of Absolut Vodka & Sprite is also a test of how Coca-Cola can shape the RTD alcohol market in ASEAN. Available in select 7-Eleven stores nationwide, the drink comes with clear responsibility symbols for legal-age consumers.

With its mix of premium taste, convenience, and spontaneity, the cocktail embodies what Ogsimer calls the philosophy of “planned for the unplanned”.

“In a city that’s so fast-paced and never stops planning, we hope consumers will embrace the unexpected and spark spontaneous gatherings with friends,” he said. For Coca-Cola, it’s not just a product launch, it’s a step toward responsible innovation, portfolio expansion, and connecting with consumers in new, unexpected ways.

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