WKD Mixed gets a fresh ‘Mixd’ look
The RTD can category is growing by 19% year on year
SHS Group has rebranded its canned WKD Mixed cocktails range, relaunching under a new name, WKD Mixd.
The lines are available from August in three new flavours: Raspberry, Rhubarb & Vodka; Apple, Elderflower & Gin and Peach, Passionfruit & Rum.
The 250ml slimline cans will be available in single non-price-marked and £1.69 price-marked packs and multipacks of 12.
The relaunch will be supported by a social media ‘All Mixd up and ready to go’ campaign, with the supplier also rewarding shoppers with a range of Mixd-branded giveaways online.
To help drive sales, the supplier said 30,000 cases of WKD bottle multipacks of 10 will contain 50p off single-can vouchers and the new WKD Mixd range will be cross-promoted on the brand’s four-pack formats.
Promotional activity will also be available with CheckoutSmart, a cashback app, offering thousands of free cans to consumers through participating retailers.
Nick White, head of marketing at SHS Drinks, said: “The new WKD Mixd offers a range of grown-up flavours, each with a twist, in a convenient canned format. At 5% ABV, the range delivers the level that consumers are seeking for RTD products.
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