SHS Drinks is marking WKD’s 30th year by returning to its brand roots and re-energising it for a new generation via a £10m campaign.
Running during 2026, Got a WKD Side? will “reignite the brand’s iconic personality” while driving relevance with 18–24s and injecting fresh energy into the RTD category. The campaign is designed to reach 90% of 18- to 24-year-olds and will span all consumer touch points including out of home & video on demand advertising, digital, experiential and shopper marketing, to make WKD the social spark for a new generation, without losing the spirit that built its cult following.
Take home activity will include standout shipper activations in the major multiples, depot takeovers in cash & carry, and high-impact POS for convenience, building on +3.4% (52W) and +14.3% volume growth (12W), while accelerating the momentum behind WKD X, volume now up +67.4% (52W) and +67.3% (12W) (Nielsen IQ to 24.01.26). The campaign is designed to drive frequency among existing RTD shoppers while recruiting new Gen Z drinkers into the category, creating a clear opportunity for retailers to grow value through increased rate of sale, stronger seasonal peaks, and higher basket spend.
SHS Drinks head of marketing, Scott Bell, said: “WKD has always been about fun with attitude, and that matters more than ever today. ‘Got a WKD Side?’ is built on insight and designed for how consumers actually socialise today - real moments shared with mates. We’re investing at scale because we believe WKD can bring fresh energy to the RTD category, recruit the next generation of drinkers, and keep delivering for our customers across both on-trade and take-home.”
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