WKD reveals its dark side

WKD Dark Fruit

SHS Drinks will launch WKD Dark Fruit in early spring, as a permanent addition to the WKD range of RTDs.

Aligned to existing brand variants in terms of ABV, retail pricing, and bottle sizes (i.e. 4% ABV, 275ml and 700ml), the new flavour will also appear in a 4 x 275ml format and in £2.99 price-marked 700ml, exclusively for independents.

The launch will be supported by instore media, off-shelf display, POS kits, social media engagement and digital advertising – all featuring the brand’s usual tongue-in-cheek messaging.

SHS hopes the new variant will build on the foundations WKD laid down in 2019 when brand volumes in the UK impulse sector grew over 19%, while in Scotland, WKD volume and value sales increased in both the impulse sector and across total take-home.

Nick White, Head of Alcohol Brand Marketing at SHS Drinks, commented: “The launch of Dark Fruit will ensure that WKD remains fresh and relevant to its core 18-24 year-old target market and continues to generate strong sales growth for both retailers and wholesale/cash and carry depots in Scotland.

“This innovative flavour RTD will deliver something genuinely new and truly exciting for the entire category.”