RTD brand VK is tapping into the latest student drinking trend with the launch of VK Squashka – a new ready-to-drink range inspired by the viral ‘squashka’ pre-drinks ritual.
For those over 21, squashka – or squadka – is a way to save money on mixers by adding vodka to humble diluting juice.
Available from wholesalers from 24 November, VK Squashka marks the brand’s first non-carbonated RTD and comes in a resealable 500ml Tetra Pak format with an RSP £3.49. Each drink combines vodka and fruit juice at 7% ABV, offering a fizz-free alternative to traditional RTDs.
The range includes three flavours: Apple & Blackcurrant, Orange & Pineapple and Cherries & Berries. Cherry-based RTDs have surged in popularity, with sales up 225% year on year.
To support the launch, VK’s student ambassador teams will visit university halls during the ‘refreshers’ period in January.
VK says the new format caters to students and young adults looking for a convenient, grab-and-go option for at-home or on-the-go occasions. The enhanced RTD segment is growing at 19% annually, with 500ml packs now accounting for more than half of category sales.
Still drinks in Tetra Paks are fast becoming a trend in the RTD category. Red Star Brands recently introduced BeatBox in the UK – a wine-based fruit punch popular in the US.
