News
NEW WKD MANGO CRUSH ALL SET F R SUMMER
WKD, Britain’s top-selling traditional RTD, is adding a tropical new flavour to its range. This spring sees the continuation of the brand’s impressive track record of new product development with the launch of WKD Mango Crush.
Available in both 275ml glass bottles and 275ml PET bottles and with the same 4.0% ABV as existing WKD flavours, the new variant is being launched with a range of trade deals to incentivise distribution, a programme of telesales drives, nationwide consumer sampling activity, student-specific promotional support, and a huge social media campaign. WKD Mango Crush will also be a key part of the brand’s programme of activity at summer festivals.
“We’re launching new WKD Mango Crush and expect it to be big summer hit,” says Amanda Grabham, Head of Brand Marketing – Alcohol at SHS Drinks, owner of Britain’s No.1 RTD, WKD. “The tropical flavour is a year-round addition to our permanent range but it’s certainly a variant that’s going to do particularly well in the warmer weather.
“Mango is a highly relevant flavour amongst our target audience and our fruity new addition will bring a tropical new angle to the WKD range. WKD Mango Crush was strongly endorsed by consumers in research and we believe that the variant has significant volume potential and will drive incremental sales for on-trade stockists,”
Amanda Grabham, Head of Brand
Marketing - Alcohol, SHS Drinks.
For outlets wanting to keep their premises glass-free, WKD Mango Crush is available in crown-cap 275ml PET bottles. “With a total of four WKD flavours – Blue, Passion Fruit, Berry and new Mango Crush - sold in PET as well as glass, the brand has a comprehensive range which meets all consumer usage occasions and all trade needs.”
Owned by SHS Drinks, innovative NPD and ground-breaking marketing support have driven the continued success of the £100 million WKD brand, ensuring it remains fresh and relevant to its core 18 to 24- year-old target market.
“After a harsher than normal winter, we expect summer socialising to take on extra importance this year. WKD’s target audience of 18 to 24-year- olds are less restrained by family and work commitments, and more likely to benefit from extended university or college vacations, so they have the freedom and energy to make the most of the warmer weather. As the No.1 RTD choice amongst students, WKD has a huge following keen to get the absolute most out of summer 2018.
“There’s certainly a sense nowadays that consumers seek out flavours and variants that best match the summertime drinking occasion; hence tropical and citrus flavours do well in the warmer weather. We expect this pattern to continue this summer, with consumers looking to enhance the whole warm-weather experience by opting
for summery flavours like WKD Mango Crush,” states Grabham.
The NKD range from WKD is also well poised to tap into summer drinks trends. “As well as being in two
summery flavours – Lemon & Lime and Blueberry & Elderflower – our NKD variants contain only 95 calories per bottle, so are perfect for anyone with one eye on being ‘beach-ready’ in the summer.” The two contemporary flavour combinations are light and refreshing and ideally suited to summer occasions.
“When the sun shines this year, WKD consumers will be the ones best placed to organise impromptu on-trade get-togethers. One forecast I can be confident of for the summer ahead is that WKD will be in great demand in pubs, clubs and bars throughout Britain,” concludes Grabham.
Tel: 01452 378555 Email:
info@shs-drinks.co.uk www.shs-drinks.co.uk
26 MAY 2018
WWW.VENUE-INSIGHT.COM
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