WKD, Britain’s top-selling traditional RTD (Nielsen 24.02.18 and CGA 30.12.17), is adding a tropical new flavour to its range.
This spring sees the continuation of the brand’s impressive track record of new product development with the launch of WKD Mango Crush.
Available in 275ml glass bottles and with the same 4.0% ABV as existing WKD flavours, the new variant is being launched with a range of trade deals to incentivise distribution, a programme of telesales drives, nationwide consumer sampling activity, student-specific promotional support, and a huge social media campaign. WKD Mango Crush will also be a key part of the brand’s programme of activity at summer festivals.
The new offering will feature in two innovative WKD multipack formats: a dual-flavour price-marked 4-pack and a multi-flavour variety 10-pack. The 4-pack contains 2x275ml bottles of WKD Mango Crush and 2x275ml bottles of WKD Berry (£4.99 PMP); this dual-flavour approach is thought to be a first for the whole RTD category and a breakthrough innovation from WKD. As well as 2x275ml bottles of Mango Crush, the new variety 10-pack also contains two bottles each of WKD Blue and WKD Berry, and two bottles each of 95 calorie-per-bottle NKD Lemon & Lime and NKD Blueberry & Elderflower.
Owned by SHS Drinks, innovative NPD and ground-breaking marketing support have driven the continued success of the £100 million WKD brand, ensuring it remains fresh and relevant to its core 18 to 24 year-old target market.
“Mango is a highly relevant flavour amongst our target audience and our fruity new addition will bring a tropical new angle to the WKD range,” says Amanda Grabham, head of brand marketing for alcohol at SHS Drinks, “WKD Mango Crush was strongly endorsed by consumers in research (Glue Research, August 2017) and we believe that the variant has significant volume potential and will drive incremental sales for stockists.”