Iconic ready-to-drink (RTD) brand VK is expanding its presence in the convenience market with a new Spar listing for VK Vodbox, its enhanced RTD offering which originally launched last year.
Launching across 164 stores nationwide from 23 November, the new listing covers all three SKUs - Apple & Blackcurrant, Cherries & Berries and Orange & Pineapple, in 500ml resealable cartons.
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VK Vodbox was developed in response to the established student pre-drinking ritual of mixing vodka with fruit juice. The product brings this familiar drinking occasion into a RTD format, combining bold fruit flavours with a higher 7% ABV and a still, fizz-free format.
The Spar listing also reflects the growing importance of at-home and pre-night-out drinking occasions, as consumers increasingly look to manage their spending on nights out while continuing to prioritise flavour and convenience.
The recent rising demand for RTDs highlights a growing opportunity for convenience retailers to capitalise on the consumer appetite for flavour-led RTDs that offer an alternative to traditional formats, VK said.
Exciting step
Lauren Edwards, brand manager at VK, said: “Securing a listing with Spar marks an exciting step in expanding VK Vodbox’s presence across the UK convenience channel, making the range more accessible.
“With the enhanced RTD category continuing to deliver strong growth, there’s a clear opportunity for retailers to diversify their offering with products that respond to evolving drinking occasions. VK Vodbox brings something genuinely different, combining the bold flavours VK’s known for with a distinctive format that delivers on convenience and consumer demand.”
VK Vodbox carries an RRP of £3.75 per carton, and they will also available on a ‘2 for £7’ deal.
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