WKD to launch energy-inspired WKD X sub-brand

New drink aimed at Gen Z who are driving growth of energy drinks category

wkd x

SHS Drinks is set to launch WKD X, a new energy drink-inspired sub-brand of its popular alcopop.

WKD X has an ABV of 7% and contains caffeine, guarana and taurine. It is launching in single 500ml cans in standard and £3.29 price-marked (PMP) formats, in WKD X Blue and WKD X Gold varieties.

It will be available to retailers in May in trade cases of 12. Its launch comes as energy drinks are currently the fastest-growing segment of the soft drinks category, with consumption heavily skewed towards 18-to-30-year-olds.

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SHS intends to target Gen Z consumers who have grown up with energy drinks and are driving their growth. WKD has seen a 36% sales growth in the last two years.

Alison Gray, head of WKD at SHS, said: “Consumers are already well versed in mixing alcoholic drinks with energy drinks – what WKD X delivers is the convenience of a pre-mixed format from a respected brand that consumers know and love. For depot managers and convenience retailers keen to focus on where incremental RTD category growth will come from, WKD X marks the spot.”

The supplier will support the launch with a campaign including social media and influencer activity, as well cash & carry displays.

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