WKD to slash RRP of its category-leading PMP

WKD is to significantly reduce the RRP of its category-leading 700ml price-marked packs (PMP).

Phasing in this autumn, the UK’s leading RTD is bringing down the pre-printed price of its ever-popular glass sharing bottles from £3.79 to an inflation-busting £3.29.

The RRP reduction represents a decrease of over 13 per cent. The new price will apply on an ongoing basis. It is not for a limited time nor as a short-term promotion. There are no associated changes to either individual bottle sizes or trade case sizes.

The lower £3.29 PMP level will apply across all flavours in the WKD 700ml range. WKD PMP bottles are exclusive to independents and available only through cash and carries and wholesalers.

In a world where FMCG prices seemingly only ever go up, WKD brand owner SHS Drinks has chosen to buck the trend and effect a notable reduction in the on-shelf cost of its leading triple-distilled vodka mix. The move to reduce the outlay required to enjoy the category’s leading SKUs will be welcomed by cash-strapped consumers suffering through a prolonged cost-of-living crisis, and will further grow rate-of-sale for independent retailers stocking the UK’s favourite RTD.

In addition to the substantial 50p per bottle reduction in on-pack price, SHS Drinks is also introducing a new initiative with printed shrink-wrap on 700ml PMP cases. Bold graphics will prominently display the new PMP rate, increasing trade awareness and supporting uplifts in throughputs at cash and carry depots.

SHS Drinks’ significant PMP push marks the start of a key period for WKD sales which is bookended by the new university term on one side and the festive peak at the other; the brand has a full programme of autumn-winter activity to engage consumers and drive sales for the rest of the year.

Alison Gray, head of brand – WKD at SHS Drinks, says, “The focus and energy that we are putting into maximising PMP sales is testimony to the importance of the independent sector to WKD consumers. WKD is the leading volume RTD brand in impulse and WKD Blue 700ml is the category’s No.1 bottle SKU3 and the brand’s flagship pack, so our renewed PMP focus starts from a robust base.

“WKD has always been a category pioneer and here we’re flying in the face of current inflationary trends to maximise value for both our consumers and our customers. The new PMP rate rolls back the years to pre-2022 levels, and our eye-catching innovative new shrink-wrap will stand-out and ensure high trade awareness of the exceptional value that the UK’s No.1 RTD is offering.”