SHS Drinks is further expanding its WKD brand with the launch of a liqueur range called WKD Vibe.
WKD Vibe is launching this month in five varieties: clear Blue Raspberry and Tropical, and creamy Blue Raspberry, Strawberry and Piña Colada, all with a 15% ABV. SHS Drinks says it already has plans to add two more varieties to the range in 2024.
Each variety comes in a sleeved 500ml glass bottle. The two clear varieties have a £10 RRP, while the creamy flavours’ RRP is £13.
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The supplier says the new range lends itself to eye-catching, colourful drinks that consumers can share on social media.
It will support the launch from January 2024 with a £1m marketing campaign, which includes social media activity with high-profile mixologists and Love Island influencers; interactive PoS under the ‘Find Your Vibe’ campaign theme; interactive packaging detailing cocktail recipes and serves and WKD Vibe party nights to drive trial.
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.”
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