WKD, the UK’s top-selling traditional RTD1, is adding a tropical new flavour to its range. The brand’s impressive track record of new product development continues with the launch of WKD Mango Crush.
Available in 275ml glass bottles and with the same 4.0% ABV as existing WKD flavours, the new variant is being launched with a range of trade deals to incentivise distribution, a programme of telesales drives, nationwide on-trade sampling activity, student-specific promotional support, and a huge social media campaign. WKD Mango Crush will also be a key part of the brand’s programme of activity at summer festivals. For on-trade outlets wanting to keep their premises glass-free, WKD Mango Crush joins three other WKD flavours – Blue, Passion Fruit, and Berry – in being sold in crown-cap 275ml PET bottles, as well as in glass.
Owned by SHS Drinks, innovative NPD and ground-breaking marketing support have driven the continued success of the £100 million WKD brand1, ensuring it remains fresh and relevant to its core 18 to 24 year-old target market.
“Mango is a highly relevant flavour amongst our target audience,” says Amanda Grabham, Head of Brand Marketing – Alcohol at SHS Drinks. “WKD Mango Crush was strongly endorsed by consumers in research2 and we believe that the variant has significant volume potential and will drive incremental sales for stockists. It is a year-round addition to our permanent range and we’re expecting it to be a big hit this summer.
“Our fruity new addition is bringing a tropical new angle to the WKD range. The two new SKUs are yet another example of our category-leading approach: demonstrating our desire to drive innovation, build the WKD brand, and grow sales for licensees,” concludes Grabham.
