WKD launches new lemon flavour

WKD, is launching a new lemon variant following its recent programme of highly successful NPD launches.

Available from July, new WKD the latest addition is part of the SHS Drinks’ market-leading RTD range available in 700ml glass bottles, in both standard and price-marked pack (PMP) formats.

It will be the fourth addition to the UK’s leading RTD range in two years, following the hugely successful launches of WKD Mango Crush (May 2018), WKD Pink (July 2019) and WKD Dark Fruit (January 2020).

With eye-catching label graphics, and the same 4.0% ABV as the brand’s existing flavours, WKD Lemon will add an all-new citrus angle to the range.

The new alcopop variant will join other WKD 700ml PMP flavours - Blue, Dark Fruit, Pink, Iron Brew at only £2.99 (RRP).

A selection of new trade deals to incentivise distribution will be added, such as prominent off-shelf display, POS kits, and a huge social media campaign.

WKD has a proven track record in innovation, brand volumes in the convenience sector have increased to150% in the quarter to mid-June, adding £10.5m to the RTD category in a year.

Grocery volumes have also increased by 84% in the quarter to June, adding £6.1m to the category despite only being launched last July,

WKD Pink was the total RTD category’s most successful NPD of 2019, and now accounts for £5.1m of sales in the take home market alone.

“WKD Lemon will bring an exciting citrus dimension to the range,” says Nick White, head of marketing at SHS Drinks. “Lemon is a classic, ever-popular drink flavour and expanding our offering will further increase WKD’s appeal to its core 18 to 24-year-old target market.

“WKD is on an incredible volume trajectory currently and new Lemon will add yet further zip and momentum; this fresh new flavour will help ensure that WKD continues to generate strong sales growth for stockists.”