Nationwide hunt for new flavour with most popular four put to public vote

Officially the number one traditional RTD in the UK’s on-trade*, VK, today unveils a major multi-channel brand campaign to reach over 6 million consumers this summer as it launches a nationwide search for a new VK flavour to join the likes of Blue, Tropical Fruits and Orange & Passion Fruit.

Open to all fans of the drink to creatively suggest a brand new VK flavour with the chance to win a year’s supply of the new flavour if yours is chosen, the general public is being encouraged to submit their combinations to the relaunched website. The four most popular flavour suggestions will go head to head in a massive public vote, with the chance to have their creation added to the VK drink line up. Famous faces will each campion a flavour on Instagram including Geordie Shore stars Chloe Ferry and Sam Gowland, Love Island and Ex on the beach star Josh Ritchie and MTV Million Dollar Baby’s Lateysha Grace.

An in-pack promotion within the popular VK mixed pack will also support the new campaign as well as an online drink generator and a jam-packed programme of PR and social media. The winning drink suggestion will be announced in August and will then be put into production ready for launch with key partners.

Jen Draper, head of marketing at Global Brands, said, “Fans of VK are genuinely passionate about the brand and we wanted to take this opportunity to develop something truly unique, but most importantly, in collaboration with them. Millennials and legal drinking age Generation Z don’t want to be told what to do or buy by a brand, they want to get involved and feel that they have been a part of the decision-making process, which is exactly what we have set out to do.”

The new flavour initiative comes off the back of a phenomenal year of growth thanks to its unwavering focus on its core consumer and recent initiatives such as the VK student Ambassador search. VK is the only traditional RTD brand in growth (+11.9% in value and +9.5% in volume)[1], and offers the best cash ROS in the on trade.

Flavour submissions will end on 22nd June, with the final four flavours unveiled and put to vote at the beginning of July.

VK is an award-winning range of RTD beverages and the only brand to revolutionise the RTD category with seven flavours: VK Blue, VK Ice, VK Strawberry & Lime, VK Orange & Passion Fruit, VK Black Cherry, VK Tropical Fruits and VK Apple & Mango.

To find out more and submit your flavour head to