WKD Cocktails to launch exclusively to indies in July
The pre-mixed bottled cocktails aims to help convenience stores tap into the take-home market
WKD Cocktails will be available exclusively to independent convenience stores from July, owner SHS Drinks has said.
The pre-mixed bottled cocktails aims to help convenience stores tap into the take-home market and will be available in two flavours, Blue Lagoon and Tropical Sunrise, in standard and £4.99 price-marked packs.
Blue Lagoon is a mixture of WKD Blue blended with citrus, berry and vodka flavours, while Tropical Sunrise contains a mixture of WKD Orange & Passionfruit with citrus, strawberry and vodka flavours, with the inspiration for both drawn from cocktail menus.
A social media campaign will launch to support the new products, as well as in-depot and in-outlet activity.
Alison Gray, head of brand – WKD at SHS Drinks, said: “With the ready-to-drink category in the take-home impulse sector currently growing at 53% annually and bottles the fastest-growing format in RTDs, WKD is bringing premium, yet accessible, bottled cocktails to a receptive off-trade audience.
“We believe that WKD will recruit a different consumer profile to the existing RTD category, and our new cocktails will encourage trading up and deliver increased value to independent retailers and convenience stores.”
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