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

lot of people who love the WKD advertising and the

personality of the brand."




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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