WKD LAUNCHES COCKTAILS IN CANS
WKD, the UK’s No.1 traditional RTD1, is launching an exciting range of cocktails in cans. Under the name WKD MIXED, the 6% ABV pre-mixed cocktails are available in three flavours and packaged in stylish 250ml cans.
The three new WKD MIXED cocktails are:
- CHEEKY V: port, Blue & lemonade flavour
- PASSIONISTA: rum, Passion Fruit & lemonade flavour
- OH SCHNAPP: peach schnapps, Berry & orange flavour
WKD MIXED cans deliver perfectly prepared cocktails every time. The cocktail-in-a-can approach affords consumers the ultimate in cocktail convenience: no need for individual ingredients, no wastage and easy to carry. The pre-mixed cocktails are perfect for parties or when groups of friends gather for drinks before going out, and are ideally suited to outdoor events such as barbecues and festivals.
All three cocktails are available in 12 x 250ml shrink-wrapped trade cases. The individual slimline cans have an RRP of £1.99 and will feature in category multi-buy promotions. WKD MIXED will be supported by striking point-of-purchase materials to ensure stand-out and a huge social media campaign involving intriguing teasers and consumer competitions. The launch will be communicated using the creative theme ‘Pick a MIXED’’, which is all about making choosing a drink exciting.
Over the years the WKD brand has become synonymous in the on-trade with fun, multi-serve sharing cocktails; the new single-serve range from the undisputed RTD category-leader1 will make WKD ready-to-serve (RTS) cocktails available to a whole new audience in the convenience sector.
Owned by SHS Drinks, product innovation and trailblazing marketing activities have supported the ongoing success of the £100 million WKD brand1, ensuring that it remains fresh and relevant to young adults.
WKD has reigned as Britain’s top-selling traditional RTD for over a decade1. Currently with an impressive 46% volume share of traditional RTDs in take home2, it is a must-stock brand for retailers. With total RTS can sales volume growing by +19% per year in impulse3, SHS Drinks believes that the new WKD cocktails offer great potential to both independent retailers and the brand. WKD MIXED has already secured listings with NISA and Bargain Booze.
“WKD MIXED is the perfect pre-prepared cocktail range for 18 to 24-year-olds,” says Amanda Grabham, Head of Brand Marketing – Alcohol at SHS Drinks. “The concept is all about fusing together the fun aspects of WKD with the convenience of cans to create great-tasting cocktails. The approach was extremely well received by consumers in research4 – they really got what we’re trying to do here. WKD MIXED is broadening the WKD brand offering; the range will bring in new users and help keep WKD in purchasers’ repertoires for longer.
“Our new cocktails are introducing three great flavours to the RTD category in take home. WKD has more RTD shoppers than any other RTD brand5 and WKD MIXED will offer them additional choice and variety in a convenient canned format. 18 to 24 year-olds rely heavily on convenience stores so we’re predicting strong sales of WKD MIXED in independents. Our new cocktails showcase another great example of our category-leading approach by delivering incremental sales for independent retailers through brand innovation,” concludes Grabham.
1Source: Total RTD category combined value (£): Nielsen Scantrack Take Home MAT to 21.04.18 and CGA On-trade MAT to 30.12.17 2Source: Nielsen Scantrack Take Home (Traditional RTDs) volume (L) MAT to 21.04.18 3Source: Nielsen Scantrack Impulse Total RTD volume (L) YOY growth, MAT to 21.04.18 4Source: Wirral Sensory Services, November 2017: 70% propensity to purchase 5Source: Nielsen Homescan 24.02.18