“RTDs are facing more competition than ever when it comes to fridge space, but the category is still in growth and worth £419m to the on-trade,” said Global Brands marketing director Simon Green. “The brands that are winning have evolved, adapted and innovated to find new ways of fulfilling today’s consumer’s needs. VK is a brand that always moves with the times and it’s now the best-performing RTD in the on-trade, growing at +19.6%.
“The resurgence of RTDs is partly due to the popularity of 500ml, which is worth £82m to the on-trade and growing at +30%. The category commands a higher retail selling price and therefore increases spend per head, but the trade was missing out by not having a well established, traditional RTD in the mix.
“The Big Blue fulfils a number of roles for the consumer, from a refreshing ‘straight from the bottle’ serve to a colourful, great-tasting base for pitcher cocktails.
“VK Big Blue is the first of the traditional RTDs to move into 500ml, and following the phenomenal success of a new generation of RTD brands, such as Hooch and Hooper’s, we’re confident that other VK flavours will soon be joining The Big Blue.”
On-trade RSP is £3.50 in the UK.
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