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WKD targets cocktail fans

Monday June 30, 2014 at 10:30am
SHS Drinks is relaunching its WKD 10 x 275ml mixed pack as the ‘Mix It Up’ cocktail-themed pack, in an attempt to build on the growing trend for consumers to use RTDs to make cocktails at home. Reflecting how WKD Cocktails are all about sharing with friends, the new pack graphics instruct ‘just add mates’. The new 10-pack design features four WKD Cocktail recipes printed on the outside of the pack, while the first production run will also contain a special free cocktail recipe booklet which includes a £1 voucher off a future mixed pack purchase. Further themed cocktail booklets will be inserted at key trading periods such as Halloween and Christmas. On shelf from mid-July, the WKD Mix It Up pack comprises two 275ml bottles each of WKD Blue, Red, Iron Brew and Green, plus two bottles of WKD Limited Edition Brazilian. Debs Carter, marketing director – alcohol at SHS Drinks, which owns WKD, Britain’s no.1 RTD brand (according to Neilsen figures), says: “The growth in popularity of RTD cocktails continues and is all part of the consumer quest for exciting new flavours. These sharing cocktails are ideal for group occasions: they are quick and easy to make, add a dash of colour to proceedings and are a fun talking point.”
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