WKD takes fresh approach to cocktail cans

WKD MIXD range

Ready-to-drink brand WKD has relaunched its range of cocktails in cans under the name of WKD MIXD.

Three all-new flavours of 5% ABV pre-prepared cocktail are available now in fully redesigned 250ml slimline cans.

These are: Raspberry, Rhubarb & Vodka; Apple, Elderflower & Gin; and Peach, Passionfruit & Rum.

Cans are available in both standard and £1.69 price-marked formats, and in 12 x 250ml shrink-wrapped trade cases.

As a major relaunch initiative from brand owner SHS Drinks, WKD MIXD is being supported by significant marketing investment in 2020: using the creative theme ‘All MIXD up and ready to go’, a social media campaign will reach over five million consumers; a social influencer push will utilise a ‘Masters of MIXD-ology’ concept, taking a sideways glance at fancy cocktails; WKD will also be rewarding its fans with a range of MIXD-branded giveaways online.

To create trial and generate rate-of-sale, 30,000 cases of WKD bottle 10-packs contain 50p off single-can purchase vouchers and new WKD MIXD will be cross-promoted on WKD bottle 4-packs. Furthermore, promotional activity with the cashback app CheckoutSmart will offer thousands of free cans to consumers through participating retailers.

With the overall WKD brand in Scotland growing at +41% in the last year and +114% in the most recent quarter, SHS Drinks believes that there is huge potential for WKD MIXD.

Nick White, Head of Marketing at SHS Drinks, commented: “New WKD MIXD offers a range of grown-up flavours, each with a twist, in a convenient canned format and, at 5%, the range delivers the ABV level that consumers are seeking from RTS products.

“The enhanced cocktail offering showcases another great example of our category-leading approach: targeting incremental sales for Scottish retailers through brand innovation.”

For more information visit shs-drinks.co.uk. For sales enquiries call SHS Drinks on 01452 378555 or email info@shs-sales.co.uk.