RTD brand VK has entered the alcohol-free market with the launch of VK Blue 0.0%.
The launch follows shifting market dynamics and consumer behaviours. VK research among university students found that nearly half (49%) of them now consume less alcohol compared to the previous year, with 32% intending to further reduce their intake in the coming months. The primary motivation for 79% is a focus on mindful socialising and connecting, with only 6% driven by the ‘buzz’ of alcohol.
VK Zero has the same fruity flavour profile of VK Blue, but with 0% alcohol. It does, however, offer an added caffeine boost of 32mg per 100ml, similar to standard energy drinks. This is more than double the 14mg per 100ml found in the brand’s alcoholic variants.
Craig Chapman, spokesperson at VK, commented: “Our loyal VK fans are at the heart of everything we do, so recognising the changing drinking culture among 18-24s and supporting these choices through product innovation is incredibly important to us.
“With Blue being our best-performing flavour, the decision to launch it in 0.0% format was an easy one and we’ve already received strong interest from a number of customers.”
Alongside VK Blue 0.0%, the brand is also set to launch its newest VK flavour. This follows the #WeAreFlavour campaign, which asked consumers to vote for the next product to join the range.
