WKD enters cider market

24 April, 2009

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

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

.

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 WKDís irreverent ads but donít drink RTDs.

Prices are expected to be comparable with Magners and Kopparberg.

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

ďResearch has sown that there is demand among cider consumers for a sweeter, lighter cider with a more modern image.Ē




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