WKD, the UK’s No.1 traditional RTD (Nielsen 21.04.18), is launching a new range of cocktails in cans called WKD Mixed, the 6% ABV pre-mixed cocktails are available in three flavours and packaged in 250ml cans.
The three new WKD Mixed cocktails are: Cheeky V with port, Blue & lemonade; Passionista with rum, Passion Fruit & lemonade; and Oh Schnapp with peach schnapps, Berry & orange.
All three cocktails are available in 12 x 250ml shrink-wrapped trade cases. The individual slimline cans have an RRP of £1.99 and will feature in category multi-buy promotions. WKD Mixed will be supported by striking point-of-purchase materials to ensure stand-out and a social media campaign involving teasers and consumer competitions. The launch will be communicated using the creative theme ‘Pick a Mixed’.
WKD currently holds a 46% volume share of traditional RTDs in take home, it is a must-stock brand for retailers. With total RTS can sales volume growing by +19% per year in impulse (Nielsen Scantrack 21st April 2018), SHS Drinks believes that the new WKD cocktails offer great potential to both independent retailers and the brand. WKD Mixed has already secured listings with NISA and Bargain Booze.
“WKD Mixed is the perfect pre-prepared cocktail range for 18 to 24-year-olds,” says Amanda Grabham, head of brand marketing for Alcohol at SHS Drinks. “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 (Wirral Sensory Services, November 2017: 70% propensity to purchase).
”18 to 24 year-olds rely heavily on convenience stores so we’re 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.”