WKD is stepping up its NPD programme and venturing into new territory with WKD Blush – a 4% abv offering which brand owner SHS Drinks hopes will attract a new wave of ready-to-drink (RTD) consumers to the category.
The new line is being rolled out from mid-February and taps into the growing popularity of blush-style drinks in other categories such as wine, wine fusions and ciders.
It is the first WKD RTD variant to be given a specific flavour descriptor – a roundel with the ‘passionfruit’ declaration is prominently displayed on the necks of the WKD Blush 275ml and 700ml bottles. And in another new move for the brand, the packaging is more feminine and sophisticated giving WKD Blush a particular appeal amongst females, whilst not being rejected by male WKD drinkers during consumer research.
WKD Blush is being made available in pricemarked formats – 275ml, £4.99 PMP four-packs and 700ml, £2.99 PMP multi-serve bottles – both of which are exclusive to the wholesale/cash & carry/ convenience store sectors. WKD Blush will only be available in multiples in non-PMP 700ml bottles, making the four-pack exclusive to convenience.
The new line is being introduced following extensive research into the changing lifestyles of 2,000 18 to 24-year olds – the key consumers of RTDs – which explores attitudes and aspirations, drinks and drinking occasions, and has highlighted opportunities for growth and expansion of the RTD category which is currently worth £29.4m in annual sales for Scotland’s retailers.
The new addition is being supported with a marketing mix of digital activity, screen-media advertising and point-of-purchase communications.
Debs Carter, Marketing Director – Alcohol at SHS Drinks, commented: “There is a thirst amongst WKD consumers for new and exciting ideas from WKD, and this year the arrival of WKD Blush will broaden the footprint of the brand and lay the foundation for a new era in the development of WKD and the RTD category.”