NEW FLAVOUR AND INNOVATIVE MULTIPACKS FROM WKD
WKD, Britain’s top-selling traditional RTD1, is adding a tropical new flavour to its range. This spring sees the continuation of the brand’s impressive track record of new product development with the launch of WKD Mango Crush.
Available in 275ml glass bottles and with the same 4.0% ABV as existing WKD flavours, the new variant is being launched with a range of trade deals to incentivise distribution, a programme of telesales drives, nationwide consumer sampling activity, student-specific promotional support, and a huge social media campaign. WKD Mango Crush will also be a key part of the brand’s programme of activity at summer festivals.
The new offering from the undisputed RTD category-leader1 will feature in two highly innovative WKD multipack formats: a dual-flavour price-marked 4-pack and a multi-flavour variety 10-pack. The 4-pack contains 2x275ml bottles of WKD Mango Crush and 2x275ml bottles of WKD Berry and carries a £4.99 RRP price-mark; this dual-flavour approach is thought to be a first for the whole RTD category and a breakthrough innovation from WKD. As well as 2x275ml bottles of Mango Crush, the new variety 10-pack also contains two bottles each of WKD Blue and WKD Berry, and two bottles each of 95 calorie-per-bottle NKD Lemon & Lime and NKD Blueberry & Elderflower.
Owned by SHS Drinks, innovative NPD and ground-breaking marketing support have driven the continued success of the £100 million WKD brand1, ensuring it remains fresh and relevant to its core 18 to 24 year-old target market.
WKD has reigned as Britain’s top-selling traditional RTD for over a decade1. With a commanding 47% share of traditional RTDs in take home2, it’s a must-stock brand for independent retailers.
“Mango is a highly relevant flavour amongst our target audience and our fruity new addition will bring a tropical new angle to the WKD range,” says Amanda Grabham, Head of Brand Marketing – Alcohol at SHS Drinks. “WKD Mango Crush was strongly endorsed by consumers in research3 and we believe that the variant has significant volume potential and will drive incremental sales for stockists.
“WKD has more RTD shoppers than any other RTD brand4 and our exciting new multipack formats are a great way to offer them additional choice and variety. The new SKUs are yet another example of our category-leading approach: demonstrating our desire to drive innovation, build the WKD brand, and grow sales for independents,” concludes Grabham.