VK Lemon aims to satisfy fruit demand

30 April, 2010

Global Brands has added a new?fruit-flavoured RTD to its VK portfolio and is backing it with a £400,000 marketing spend.

VK Lemon, developed in response to growing consumer demand for fruit-flavoured RTDs, will benefit from a three-month campaign in the run up to summer.

Global Brands says the new flavour will reach 100,000 consumers over the launch period and will be supported through digital media, a 60-strong dedicated promotions team and a full range of POS materials.

Justin Horsman, marketing manager for brand development at Global Brands, said: “The importance of fruit-flavoured RTDs to the category should not be underestimated.”?Nielsen figures from September show that fruit-flavoured RTDs account for almost a fifth of the £589 million sector.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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