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WKD


A WKD Guide to STUDENT N GHTS


“As the No.1 RTD for students1, the start of the new university year is a hugely important time for WKD,” says Amanda Grabham, Head of Brand Marketing – Alcohol at owner SHS Drinks. “Whilst students’ disposable income might be limited, their appetite for great times definitely isn’t and those in tertiary education are certainly shrewd enough to work out which bars and brands are most deserving of their cash - and WKD is very much one of their favourites.


“WKD is the UK’s No.1 traditional RTD2 and the key brand in the category. WKD is loved by students as it’s a great- tasting, fun brand; it is the No.1 RTD on brand loyalty3 and it is also the No.1 RTD on taste, satisfaction and cool branding4. Whichever way you cut it, WKD is a must- stock product for outlets looking to appeal to students.


“WKD is all about sharing good times with friends so the brand is a natural fit with the student market.


“Our big news is that our student strategy and activity is now focused around insights gained directly from our WKD student team, which already comprises


48 students in 12 cities across the UK,” states Grabham. “The team is tasked with building brand awareness, with driving trial of our NPD launches, and with engaging students on a day-to- day basis. Our WKD student team can also drive footfall to specific student events; if venues have a student night planned, they can inform us in advance by messaging WKD’s social channels or emailing info@wkd.co.uk and our student team will support, wherever possible, by raising the event’s awareness amongst students.


“The start of the autumn term is a key period for outlets and a chance for operators to impress the new academic


intake in the quest for repeat trade. In the first few weeks, students are finding their feet in terms of new surroundings, new people and new places to enjoy themselves; it’s a great time to forge friendships and create lasting memories. The venues that deliver the best experiences will win in the long-run as they’ll become the regular haunts for fun-seeking students.


14 SEPTEMBER 2018


WWW.VENUE-INSIGHT.COM


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