Leading RTD brand WKD has launched a new variant, Berry Blast.
Available from May as a limited edition variant, with the same 4.0% ABV as the brand’s existing regular RTDs, the new addition looks to maintain WKD’s track-record of NPD with an on-trend flavour which is set to hold strong appeal for the brand’s 18 to 24-year-old target market.
Introduced in both 700ml - standard and £3.39 price-marked versions, which is exclusive to independents - and 275ml glass bottles (for inclusion in WKD mixed 10-packs), Berry Blast will refresh retailers’ shelves and revitalise consumer interest in the category.
The PMP neck label will also alert consumers that Berry Blast is included in the ‘2 for £6’ offer running across all variants in the WKD 700ml PMP range.
Rolling out across all trade channels, WKD Berry Blast will benefit from a striking front label featuring flavour-explosion graphics designed to convey the vibrant taste of the product and to maximise standout both on-shelf and in chillers.
With four times the consumer awareness of other RTD brands and sales +33 per cent over the last two years, SHS Drinks said WKD is in a strong position from which to successfully introduce new variants.
With berry currently the fastest-growing flavour within the overall alcohol category, SHS believes that WKD Berry Blast will both recruit new consumers and encourage existing RTD shoppers to reappraise fixtures.
“Berry is set to be the next big thing in RTD flavours and our eye-catching Berry Blast packs are going to ensure that WKD is front and centre and grabs consumer attention in independents. Our target market actively seeks out innovation and new variants; they expect WKD to deliver new products on a regular basis and our latest offering will not disappoint,” Alison Gray, head of brand – WKD at SHS Drinks, commented.
“Our consumers tell us that when they get together with mates to socialise and enjoy WKD, they always have a great time. Now, with the launch of our latest fruity Limited Edition, we can really inspire them to get together and have a Blast!”
The launch of the new variant will be supported by a bespoke social media campaign which will build awareness and generate interest. In addition, Berry Blast will benefit from being an integral part of the high-profile 2022 brand-wide umbrella support package for WKD.
Jo Taylorson