WKD looks to build on strong 2020 volume sales with NPD

WKD aims to build on strong volume sales for the first quarter of 2020 with the launch of a new Lemon variant.

The brand, which saw volume sales soar by 150% through the convenience channel in the quarter to June 2020 (versus 2019), is now introducing WKD Lemon in 70cl glass bottles.

The new Lemon price-marked pack variants will join other 70cl flavours: Blue, Dark Fruit, Pink and Iron Blue, priced at £2.99 each.

The 4% abv variant is being launch with a selection of deals to incentivise distribution including POS kits and a social media campaign. WKD Lemon will also benefit from a brand-wide 2020 programme of support activity.

The producer said volume sales through the grocery channel have also grown for WKD over the last quarter, with increases of 84% to June, adding £6.1 million to the category.

It said WKD Pink, which was launched in July 2019, was the category’s most successful NPD of 2019, accounting for £5.1 million of sales in the take home market, according to Nielsen (year to June 13, 2020).

Nick White, head of marketing at SHS Drinks, said: “Lemon is a classic, ever-popular drink flavour and expanding our offering will further increase WKD’s appeal to its core 18 to 24-year-old target market.

“WKD is on an incredible volume trajectory currently and new Lemon will add yet further zip and momentum; this fresh new flavour will help ensure that WKD continues to generate strong sales growth for stockists.”

Related articles: