SHS Drinks has confirmed a £10M+ investment programme in 2026 for WKD as part of a major relaunch.
The investment includes a refreshed identity, a high-profile national marketing campaign, targeted digital growth, a targeted TV campaign, enhanced experiential activity and upgraded shopper marketing. Activity will span digital, experiential, TV/VOD and in-store, celebrating WKD’s distinctive personality as it enters its fourth decade.
In planning for 2026, SHS Drinks has chosen not to renew WKD’s previous sponsorship of Love Island. The brand’s focus will be on launching its own major national campaign to mark its 30th anniversary, supported by significant investment.
Head of marketing for SHS Drinks, Scott Bell, said: “WKD is gearing up for its biggest year yet. Turning 30 is a major moment for one of the UK’s most recognisable RTDs, and we’re investing more than £10M in 2026 to ensure the brand shows up bigger, bolder and more culturally connected than ever.
“The momentum behind WKD gives us the perfect platform to bring the brand’s personality back to the forefront. We have an exciting programme lined up for the year, with a refreshed identity and a campaign that speaks directly to the next generation.”
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