SHS Drinks will add to its WKD alcopop line with a new dark fruit variant, as it looks to ensure that the brand remains relevant to its target market.
The 4% ABV beverage will be available as of spring in 275ml, 700ml and 4x275ml bottle formats in the UK.
According to SHS Drinks, the launch will build on what was a “hugely successful 2019 for WKD”, with brand volumes in the convenience sector “growing over 18%”.
The new variant comes after WKD pink was introduced last year. SHS said WKD pink “combines all the flavour and intrigue of gin with all the simple approachability of WKD”.
Nick White, head of alcohol brand marketing at SHS Drinks, said: “WKD dark fruit this year – as WKD pink did last – will deliver reappraisal of the whole brand and have a hugely positive halo effect on all WKD variants. With both variants, we’ve taken hugely popular themes and applied a clever WKD twist.
“The launch of dark fruit will ensure that WKD remains fresh and relevant to its core 18-24-year-old target market and continues to generate strong sales growth for both convenience retailers and wholesale/cash and carry depots. This innovative flavour RTD will deliver something genuinely new and truly exciting for the entire category.”
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