Ready-to-drink brand WKD is set to launch an alcoholic drink containing caffeine, guarana and taurine.
WKD X (ABV 7%) will be available from May in 500ml single cans in two flavour variants: WKD X Blue and WKD X Gold.
Both plain and £3.29 price-marked packs will be offered in trade cases of 12 x 500ml single cans.
With energy drinks currently the fastest-growing segment of the soft drinks category and consumption skewed to the 18-to-30 age group, brand owner SHS Drinks said: “WKD is perfectly placed to bring a UK-wide brand which is both highly regarded and substantially supported to the ‘enhanced RTD’ category.”
Enhanced RTDs currently generate £24m in UK sales and have grown 90% over the last two years.
The launch will be supported by a high-profile communications campaign to build consumer awareness of WKD X through social media, extensive influencer and PR activity.
Alison Gray, Head of Brand for WKD at SHS Drinks, commented: “WKD X is where the WKD brand meets the lust for life; it’s an energetic fusion of the best of both. Consumers are already well versed in mixing alcoholic drinks with energy drinks – what WKD X delivers is the convenience of a pre-mixed format from a long-established and highly respected brand that consumers know and love. For depot managers and retailers in Scotland keen to focus on where incremental RTD category growth and marketing support will stem from, WKD X marks the spot.”