WKD reboots cocktail range as Mixd

RTD brand WKD is relaunching its canned, pre-prepared cocktails range under the new name WKD Mixd.

Three flavours – Raspberry, Rhubarb & Vodka; Apple, Elderflower & Gin; and Peach Passionfruit & Rum – replace the previous WKD Mixed (with an “e”) range of drinks under the names Cheeky V, Passionata and Oh Schnapp.

The new-look range is still in 25cl cans with an abv of 5%.

Both unmarked and £1.69 price-marked cans will be available.

The relaunch is being supported by a social media campaign with the theme of “all Mixd up and ready to go”, a social influencer push taking a sideways look at fancy cocktails and online giveaways.

A 50p-off voucher will appear on 30,000 cases of 10-packs of the main WKD brand and Mixd will be cross-promoted on WKD four-packs.

Free cans will also be given away in a promotion on the cashback app Checkout Smart.

Nick White, head of marketing at supplier SHS Drinks, said: “In the two years since its original introduction, the WKD range of pre-mixed cocktails has successfully recruited a unique, younger shopper to the ready-to-serve can category.

“However, research insight has revealed that we can better leverage the WKD cocktail offering to deliver long-term growth for retailers.

“We know that consumers naturally transition from bottled RTDs to RTS cocktail cans – seeking higher abv and a more mature taste - and we have evolved our range to better meet requirements.

“New WKD Mixd offers a range of grown-up flavours, each with a twist, in a convenient canned format and, at 5%, the range delivers the abv level that consumers are seeking from RTS products.

“The enhanced cocktail offering showcases another great example of our category-leading approach, targeting incremental sales for independent retailers through brand innovation.”