WKD has launched a shot drink into its ready-to-drink alcoholic beverage range, as it seeks to capitalise on a lucrative product category.
WKD 1 is available in blue and iron brew varieties – based on existing flavours of the brand’s ready-to-drink line – and is packaged in 700ml bottles with 15% ABV. Brand owner SHS Drinks claimed that it would bring “an instantly recognisable brand into the burgeoning £820m shots category.
The launch will be supported by awareness-driving activity, sampling, branded merchandise, point-of-sales materials and a social media campaign.
Debs Carter, marketing director for alcohol for SHS Drinks, said: “Shots bring excitement and theatre to an evening out and are very popular with groups of 18 to 24 year olds. There is already great enthusiasm for the category amongst WKD consumers and there is great synergy between the shot and RTD categories, making WKD 1 a natural and logical extension of the brand. And from a category perspective, it brings the personality and appeal of the WKD brand to help drive shot category growth.
“WKD 1 blue capitalises on WKD blue being the biggest selling RTD flavour while WKD 1 Iron Brew brings a new flavour into the shot category. WKD 1 will also benefit from the levels of support and awareness people have come to expect from one of the nation’s leading alcohol brands.”
© FoodBev Media Ltd 2024