WKD introduces canned cocktail range
WKD has launched a range of cocktails in cans under the name of WKD Mixed.
The new 6% abv range of pre-mixed cocktails is available in three flavours, and are packaged in 25cl cans.
The three flavours are: Cheeky V (Port, Blue & Lemonade); Passionista (rum, Passion Fruit & Lemonade); Oh Schnapp (Peah Schnapps, Berry & Orange flavour). All three are available in 12 x 25cl shrink-wrapped trade cases. The individual slimline cans will have an rrp of £1.99 and will feature in category multi-buy promotions.
The new range will also be supported by POS material for retailers and a social media campaign. The launch will be communicated using the theme ‘Pick a MIXED’.
Amanda Grabham, head of brand marketing – alcohol at SHS Drinks, said: “WKD Mixed is the prefect pre-prepared cocktail range for 18 to 24 year-olds. The concept is all about fusing together the fun aspects of WKD with the convenience of cans to create great-tasting cocktails. The approach was extremely well received by consumers in research – they really got what we are trying to do here. MKD Mixed is broadening the WKD brand offering; the range will bring in new users and help keep WKD in purchasers repertoires for longer.
“Our new cocktails are introducing three great flavours to the RTD category in take home. WKD has more RTD shoppers than any other RTD brand and WKD Mixed will offer them additional choice and variety in a convenient canned format. 18 to 24 year-olds rely heavily on convenience stores so we are predicting strong sales of WKD Mixed in independents. Our new cocktails showcase another great example of our category-leading approach by delivering incremental sales for independent retailers through brand innovation.”