The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Ready-to-drink brand VK has unveiled VK Squashka, a new still, resealable 500ml drink inspired by the student-led squashka pre-drinks trend.

The launch marks VK’s first non-carbonated and enhanced RTD and is available nationwide from the end of November.

The move sees VK expanding on its appeal within the rapidly growing enhanced RTD segment, which has seen 19% year-on-year growth with 500ml formats now making up more than half of category sales.

Building on the viral trend of students mixing their own squashka ( a blend of vodka and squash) before nights out, VK has created a convenient, grab-and-go product tailored towards Gen Z consumers.

VK Squashka combines vodka and fruit juice at 7% ABV in a fizz-free resealable Tetra Pak format – the first of its kind in the UK RTD category. The design offers portability and usability, catering to on-the-go and at-home occasions.

Available in three fruit flavours – Apple & Blackcurrant, Orange & Pineapple and Cherries & Berries, the range taps into current flavour trends, with cherry-based RTDs up by 225% year on year.

Holly Bolus, senior brand manager at VK, said: “VK Squashka brings something genuinely new to the market and a fresh solution that meets what our Gen Z drinkers are looking for right now. It’s got all the flavour, with a higher ABV and none of the fizz – plus it’s in a resealable and recyclable carton you can take anywhere.”

With an RRP of £3.49, VK Squashka also offers strong value and impulse appeal.

VK Squashka will be available throughout the UK from 24 November 2025.