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.”???????




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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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