VK launches new flavour after crowdsourced campaign 

RTD brand VK has announced the launch of Apple & Blackcurrant as the latest flavour to join the VK portfolio, following a successful crowdsourced activation, dubbed #WEAREFLAVOUR.

The #WEAREFLAVOUR campaign saw over 20,000 consumers engage in the nomination process. The four flavour finalists included Peach & Lychee, Pineapple & Coconut and Lemon & Lime – with the latter narrowly missing out following a significant share of votes.

Apple & Blackcurrant was ultimately crowned the consumer favourite, receiving over 40 per cent of the final vote and establishing itself as the clear winner.

VK Apple & Blackcurrant combines crisp apples with sweet, yet tangy blackcurrant, delivering the ultimate refreshing summer sip for consumers at just 3.4 per cent ABV.

The product addition reflects the growing popularity of the apple and blackcurrant flavour pairing throughout the sector, aligned with VK’s mission to deliver trending flavour combinations and consumer preferences to both the on and off trade sector.

Apple & Blackcurrant will join VK’s portfolio, alongside classic flavours such as VK Blue, Orange & Passionfruit and Tropical Fruits, readily available in 275ml and 70cl bottles. The new flavour will also join VK’s popular Mixed Pack offering across the off trade.

“Our consumers have spoken and Apple & Blackcurrant is officially the newest flavour to join the party!" said Holly Bolus, Senior Brand Manager for VK at Global Brands, the drinks experts behind VK. "Available just in time for the summer season, it’s the perfect refreshing option whether it’s a sunny BBQ, classic night out or enjoying the Euro’s.

“Our latest NPD not only complements the classic VK range, but also aligns with evolving flavour preferences among Gen-Z drinkers. The pairing of Apple & Blackcurrant is a flavour combination to watch across the category this year.”