VK takes the top spot in the on-trade

Great news for the off-trade

  • VK is now the biggest traditional RTD in both volume and value
  • It has increased its value category share to 25.9%
  • The RTD has added +£5.5m in new RSV to the category – driving new category growth

Student icon, VK, has officially taken the top spot in the UK’s on-trade for the first time. Now the number one traditional RTD[1], the drink, which has become synonymous with its key 18-25 year old demographic, has firmly established itself as a millennial favourite. Driving new category growth[2] having increased its value category share to 25.9%, it is the only drink to show positive growth among the top four brands[3]. And as such, will launch itself into 2018 on the back of a phenomenal year of growth by focussing on its core consumer.VK

 Jen Draper, Head of Marketing at Global Brands, said, “Although on-trade activity may not seem significant to the off-trade, it’s important to remember that it produces a domino effect, helping to drive sales in off-trade channels. Whether it be convenience or mult, dominance in the on-trade helps to raise awareness, and as a result, increase off-trade revenue. And we see this as a great opportunity for the off-trade going forward.”

The increased visibility and high brand awareness that the drink has become known for drives convenience and off-trade sales by establishing brand loyalty amongst consumers. As a result, VK is also growing in the off-trade, and now boasts increases of +40% in value and +45% in volume in the UK off-trade.

 Jen, added, “With VK we have worked tirelessly to get the basics right; offering a great product, to the right consumer, at the right price – all while communicating with them on the right channels. This, along with our large portfolio of RTDs, has helped to establish us as category champions and made sure we are the number one choice for RTDs in the market.”

 VK is also jumping into the next 12 months with exciting plans to drive it forward and set it up for the coming years. Having been the number one student RTD for the last four years , and recently voted as one of the top three brands of choice by students, VK will tap into its key audience and continue to innovate – ensuring it stays at the forefront of consumer trends to further establish itself as the go-to drink for 18-25 year olds.


To find out more about VK, and to discover more about the range of drinks, visit the VK website: http://vkofficial.com


Keep up to date on social media:


Facebook: https://www.facebook.com/vkdrink

Twitter: https://twitter.com/vk_official  

Instagram: https://www.instagram.com/vkdrink



[1] P10 2017 CGA

[2] P10 2017 CGA

[3] P10 2017 CGA

Author: kimbarnard

Share This Post On