WKD enters cider market

24 April, 2009

WKD is branching out into the cider market with the launch of WKD Core.

It’s the first time the WKD name has been used on anything other than a spirit-based product since the first product appeared in 1996

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The 4.5% abv cider will be packed in 50cl green bottles and appear from early May.

The launch will be backed by outdoor, press, online and TV advertising.

A sampling drive will aim to hit 100,000 consumers.

Supplier Beverage Brands is urging retailers to merchandise the product with cider rather than RTDs.

WKD Core is being aimed at extending usage among WKD drinkers, bringing lapsed WKD consumers back to the umbrella brand and recruiting new followers who like WKD’s irreverent ads but don’t drink RTDs.

Prices are expected to be comparable with Magners and Kopparberg.

Marketing director Debs Carter said: “We believe there is still room for expansion [in cider] by taking a different approach.

“Research has sown that there is demand among cider consumers for a sweeter, lighter cider with a more modern image.”




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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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