WKD has relaunched it ready-to-serve (RTS) category with a total reinvention of its range of cocktails in cans.
Relaunching under the newly abbreviated name of WKD MIXD, three all-new flavours of 5% ABV pre-prepared cocktail are available now. They are Raspberry, Rhubarb & Vodka flavour; Apple, Elderflower & Gin and Peach, Passionfruit & Rum flavour
The 250ml cans will be available in both standard and £1.69 price-marked formats, and in 12 x 250ml shrink-wrapped trade cases.
WKD MIXD is being supported by significant marketing investment in 2020: using the creative theme ‘All MIXD up and ready to go’, a social media campaign will reach over five million consumers; a social influencer push will utilise a ‘Masters of MIXD-ology’ concept, taking a sideways glance at fancy cocktails; WKD will also be rewarding its legions of superfans with a range of exciting MIXD-branded giveaways online.
To create trial and generate rate-of-sale for stockists: 30,000 cases of WKD bottle 10-packs will contain 50p off single-can purchase vouchers; new WKD MIXD will be cross-promoted on WKD bottle 4-packs; promotional activity with the cashback app CheckoutSmart will offer thousands of free cans to consumers through participating retailers.
“In the two years since its original introduction, the WKD range of pre-mixed cocktails has successfully recruited a unique, younger shopper to the RTS can category,” said Nick White, head of marketing at SHS Drinks. “However, research insight has revealed that we can better leverage the WKD cocktail offering to deliver long-term growth for retailers. We know that consumers naturally transition from bottled RTDs to RTS cocktail cans – seeking higher ABV and a more mature taste - and we have evolved our range to better meet requirements.
“New WKD MIXD offers a range of grown-up flavours, each with a twist, in a convenient canned format and, at 5%, the range delivers the ABV level that consumers are seeking from RTS products. The enhanced cocktail offering showcases another great example of our category-leading approach: targeting incremental sales for independent retailers through brand innovation.”