Global Brands has secured a listing for its new RTD, VK Squashka, in 180 Scotmid stores for a six‑week promotional period.
Scotmid customers can now buy the full range of fizz‑free, nostalgic fruit flavours – Apple & Blackcurrant, Orange & Pineapple, and Cherries & Berries – priced at £3.79 per 500ml carton.
VK Squashka, described as “the UK’s only enhanced RTD in a resealable Tetra Pak”, is 7% ABV. The 500ml grab‑and‑go format targets students and young adults who are increasingly favouring at‑home and at‑friends’ drinking occasions, often buying fewer drinks on nights out and seeking better value up front.
Although Scotland accounts for 8% of the UK population, it generates 14% of total UK RTD category value.
Holly Bolus, Senior Brand Manager at VK, said: “We have a responsibility to continue leading the way as the number one RTD brand for students, and this launch is a huge opportunity to tap into changing drinking habits and connect with one of our core demographics here in Scotland.”
