Ready-to-drink brand WKD has launched a new range of liqueurs - WKD Vibe.
The new 500ml bottles will launch in five variants: clear liqueur versions in both Blue Raspberry and Tropical flavours, along with Blue Raspberry creamy liqueur, Piña Colada creamy liqueur, and Strawberry creamy liqueur. The two clear variants have an RSP of £10, while the three creamy flavours have an RSP of £13.
The company said its new sub-brand takes inspiration from the variety of colourful and popular shots and shooters available in the on-trade.
WKD Vibe will be supported from January 2024 by a £1m marketing package comprising of activity with high-profile social media mixologists and Love Island influencers, interactive POS and in-store features under the ‘Find Your Vibe’ campaign theme.
The new variants will roll out this month, with confirmed plans to extend the initial range of five products to seven variants during 2024.
Alison Gray head of brand WKD at SHS Drinks said: “Shots generate excitement and fun on nights out: they’re colourful, quirky and quick, and bring a real sense of shared enjoyment to proceedings. WKD Vibe captures the unique ‘fun-with-good-friends’ feeling and presents it in a range of clear and creamy shots which look great and taste even better. The concept went down an absolute storm in research amongst our 18 to 30-year-old target audience. WKD Vibe liqueurs will offer consumers great tasting shots, with the added versatility to also create striking layered-serves to help replicate the on-trade experience at home. When it comes to branded shots, it’s all about the Vibe!”