(Roughly) Daily

“No one ever went broke underestimating the taste of the American public”*…

… and now two beverage giants are turning their attention to Europe:

Coca-Cola and Pernod Ricard plan to debut Absolut Vodka & Sprite as a ready-to-drink pre-mixed cocktail in early 2024, the companies said in a statement.

The pre-mixed cocktail will be available in versions with Sprite and Sprite Zero Sugar, with the initial launch planned for select European countries, including the U.K., the Netherlands, Spain and Germany.

Coca-Cola has brought several of its most popular brands into the alcohol space during the last two years through partnerships with booze companies such as Molson Coors and Brown-Forman…


The inimitable Walt Hickey reacts…

Coca-Cola and Pernod Ricard have cut a deal to produce a ready-to-drink mixed cocktail that is literally just Absolut vodka and Sprite. Legendary adwoman Peggy Olson once quipped that “You need three ingredients for a cocktail. Mountain Dew and vodka is an emergency,” and that wisdom certainly holds here. The idea that a company could charge a premium to mix together Absolut and Sprite is an insult; as we all know, cheap vodka mixed with Sprite is an innovation of desperation, the mixture one creates when all other options have been exhausted, the kind of drink that you have when you’re 17 and new to the whole thing. This is the kind of beverage that is exclusively made at 2:45 in the morning in a college dorm because the bars closed and we can’t get mixers at Wawa because the line was too long. An Absolut and Sprite is the official drink of a CYO party. An Absolut and Sprite makes a Jack and Coke look like a Sazerac. That it is being combined in a ready-to-drink offering is an insult to the aluminum that went into that can. Given that the ready-to-drink category is projected to grow by $11.6 billion from 2022 to 2026 alone, I can almost guarantee it’s going to be amazingly successful and I already hate it.


[Image above: source]

* H. L. Mencken


As we ponder progress, we might recall that today is observed (by some) as World Tripe Day— a celebration of the culinary delicacy known as tripe (the edible lining from the stomach of various farm animals, such as cattle, sheep, and goats).


Written by (Roughly) Daily

October 24, 2023 at 1:00 am

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