Inspired by the brand’s strong track-record as an ingredient in fun cocktails, WKD is to introduce a range of pre-mixed bottled cocktails specifically for the take-home market, with none of the hassle associated with mix-your-own recipes, to launch to independents in July.
Presented in striking 700ml fully-sleeved sharing bottles and offered in two varieties – Blue Lagoon and Tropical Sunrise – WKD Cocktails will deliver convenient, fuss-free popular cocktails to an 18 to 24-year-old target market. With premium packaging, pre-mixed ingredients and 5.5 per cent ABV, the inventive new products will be available across take-home in standard packs, with £4.99 price-marked versions also available exclusively to independents.
Referencing the brand’s success in WKD-inspired cocktails in the on-trade – where some 30 per cent of sales are from cocktail inclusion – the sleeve designs showcase the sharing jugs which have proven so popular with consumers on nights out over the years. The stylised jug graphics will generate strong shelf stand-out and resonate with shoppers. In Blue Lagoon (an alcoholic mix of WKD Blue blended with citrus, berry, and vodka flavours) and Tropical Sunrise (an alcoholic mix of WKD Orange & Passionfruit blended with citrus, strawberry, and vodka flavours), brand owner SHS Drinks has drawn inspiration from cocktail menus and focused on flavours that consumers know and love.
With the RTD category in the take-home impulse sector currently growing at +53 per cent annually and bottles the fastest-growing format within RTDs (+67 per cent MAT3), WKD is bringing premium, yet accessible, bottled cocktails to a receptive off-trade audience.
WKD Cocktails will be available to wholesalers, cash and carries, and independent retailers from July, with a programme of in-depot and in-outlet activity – including display and bespoke activation – set to support the launch.
A high-profile communications campaign will build consumer awareness through social media, influencer activity and extensive PR.
“Our new launches bring all the fun and enjoyment of cocktails from the bar into the home; we’ve done all the hard work so consumers don’t have to worry about equipment, recipes or ingredients to mix the perfect drink," said Alison Gray, head of brand – WKD at SHS Drinks. "We believe that WKD will recruit a different consumer profile to the existing ready-to-serve (RTS*) category and our new cocktails will encourage trading up and deliver increased value to independent retailers and convenience stores."
