Merry 'Christ-Moose' from WKD

14 October, 2013

WKD is wishing retailers a happy “Christ-Moose” with the launch of its Christmas POS kits and deals.

The kits include posters, shelf-strips, wobblers, signs for festive opening times and  a poster with cocktail recipe suggestions. The kits are free to retailers calling WKD’s hotline – 0800 917 3450 – from November 1.

The suggested cocktails are WKD Frostbite – WKD Blue, port and lemonade – and WKD Hell’s Bells: WKD Red, vodka, lime and cola.

The RTD brand is also offering case deals and £4.99 price-marked promotional 4x27.5cl packs of WKD Blue and Iron Brew.

WKD was the RTD brand leader last Christmas, with a 38% volume share in independents, according to Nielsen figures for the eight weeks to January 1, 2013.

Marketing director Debs Carter said: “You only get one Christmas and New Year and consumers want to reward themselves for the preceding 12 months and have a great time. WKD is all about sharing good times with friends and always adds some extra fun to proceedings, so it’s a consistently big seller over the festive period.

“We anticipate that our price-marked four-packs and other offers will generate strong uplifts in sales over the festive period. Retailers should also use the festive season as a key time to build incremental sales, and festive WKD cocktails are a great way to do this. As ever, our witty POS will hopefully raise a few in-store smiles along the way.” 




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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
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