WKD has launched a new Raspberry Lemonade variant to its range.
The fifth new addition to the WKD range in the past two years, the product will be offered solely in £2.99 price-marked 700ml glass bottles, exclusively to independents.
Targeted at the brand’s core 18 to 24-year-old audience and available immediately, the new flavour is being launched with trade deals to incentivise distribution, off-shelf display, POS kits, and a significant social media campaign reaching over one million consumers. Raspberry Lemonade will also benefit from a brand-wide 2020 programme of WKD support activity.
The new flavour follows the launches of WKD Mango Crush (2018), WKD Pink (2019), WKD Dark Fruit (January 2020) and WKD Lemon (July 2020).
“As a bright, fun flavour with a touch of nostalgia about it, WKD Raspberry Lemonade is bringing a new angle to our range,” said Ali Gray, head of alcohol marketing at SHS Drinks. “The importance of nostalgia has increased during these challenging times and we want to give consumers something to get a little bit excited about.
“Pink-coloured drinks continue to grow in popularity and there’s plenty of scope for additional pink flavours. WKD volumes are on an incredible upward curve and new Raspberry Lemonade will generate additional momentum and hold strong appeal for our target market. Consumers are looking for variety and new flavours to enhance their drinking experiences and impactful Raspberry Lemonade will build incremental sales for stockists,” added Gray.