Forecourt Trader
Home
Menu

product news: WKD undergoes reinvention

26 August, 2016

WKD is undergoing a reinvention which will see the introduction of a new pack design across the WKD range and the unveiling of a new WKD for the Now communications programme to spread the word via a network of social and more traditional media platforms.

The changes coincide with the 20th anniversary of the RTD brands launch in 1996 and are set to re-tune WKD so that it is fully engaged and resonates with the lifestyle of todays 18 to 24-year-old consumers.

WKDs brand owner, SHS Drinks, estimates that attracting one million new drinkers from this demographic could, over the next three years, generate an incremental 65m in sales for the RTD category across the total take home and on-trade trading channels, with the take home sector benefiting from 38m of that incremental revenue.

There will be four variants in the reinvented WKD range: the original WKD Blue and WKD Iron Brew; new WKD Berry and WKD Passion Fruit (the latter being the re-named WKD Blush) giving them both specific flavour descriptors.

All four WKD variants will be available in the cash & carry/convenience/independent retail sectors in the new 700ml bottles and 275ml 4-packs. New imagery will be introduced for the 4-packs and all outer cases and the new-look WKD packs will start to roll-out from early October.

Jo Sykes who has spearheaded the WKD transformation project team over the past year, said: This isnt a re-launch, its a reinvention of the WKD brand which has championed the development of the RTD category over the last two decades. WKD is a great brand with a great track record, and it has a number of core product qualities the right taste, the right level of alcohol, and it provides an energising lift all of which have strong appeal for todays 18 to 24-year-old consumers, but as a brand proposition it needs to be made more relevant to this new generation of consumers.

01452 378500

www.shs-drinks.co.uk

Keywords: WKD