WKD Core joins the cider market

24 April, 2009

Beverage Brands has launched a WKD-branded cider in a bid to use its brand leverage to take advantage of the booming cider category.

WKD Core is medium-sweet, has 4.5% abv and comes in 50cl green bottles, which will be launched to the trade in May, to retail at around £1.79-£1.99.

“Cider has come out as an obvious opportunity for us,” said marketing director Debs Carter. “We are targeting the same consumer as we currently do with WKD – the male positioning has worked well for us historically – but cider can be for more low??-key occasions such as midweek socialising, barbecues? and so on.”?Beverage Brands will back the launch with a consumer marketing campaign this summer, including national outdoor, press and TV ads, POS and online marketing, as well as a sampling drive that aims to reach more than 100,000 people.

The ads will feature straplines such as Cider. Apples. Core. See What We Did? and Core Blimey. Our Cider’s Good.

Carter said: “We are confident WKD Core will recruit a new wave of WKD consumers, as our research revealed that among non-RTD drinkers there are a

ot of people who love the WKD advertising and the personality of the brand.”???????




Bookmark this


Site Search

COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter