WKD is undergoing a reinvention which will see a new pack design and ‘WKD for the Now’ campaign.
The changes coincide with the brand’s 20th anniversary. WKD’s brand owner, SHS Drinks, estimates that attracting one million new drinkers from this demographic could, over the next three years, generate £38m of incremental revenue for the take home sector.
The contemporary new 275ml and 700ml bottle design aims to created a sophisticated feel.
There will be four variants in the reinvented WKD range: the original Blue and Iron Brew; new Berry and Passion Fruit (previously named Blush). No fundamental changes have been made to the prce, flavour or ABV which remains at 4%.
All four WKD variants will be available in the cash & carry/convenience/independent retail sectors in the new 700ml bottles and 275ml 4-packs. New imagery will be introduced for the 4-packs and all outer cases and the new-look WKD packs will start to roll-out from early October.
There will be media and consumer PR activity for the reinvention.
Jo Sykes, from WKD, said: “Although the WKD brand and its marketing support have continued to evolve over the past two decades, and WKD has continued to outperform the RTD category and increase its market share - sales volumes of WKD in the impulse sector have grown by 5% and value by 1% over the past year (Nielsen Scantrack GB Impulse take home RTD category MAT to16.07.16). We want to reinvigorate the RTD category and escalate WKD’s growth within that.”