The iconic RTD (ready-to-drink) brand has launched VK Squashka, an all-new still, resealable 500ml grab-and-go drink
VK, the flavour-packed, party-starting RTD brand, has announced a brand-new addition to its portfolio launching this November – bringing something completely different to the UK’s enhanced RTD market.
Inspired by the brand’s loyal student fanbase, VK Squashka has been born from the university cultural phenomenon which sees students mixing their own “Squashka” (or “Squadka”) as a pre-drinks ritual.
On student TikTok, videos around “squashka” often rack up thousands of likes[1], and with VK already being the number one RTD drink for students in the UK, the launch of VK Squashka is a natural addition to its well-loved core range.
The new VK Squashka offers extra convenience to students as the UK’s only enhanced RTD in a resealable Tetra Pak, combining a higher 7% ABV vodka and fruit juice.
Enhanced RTDs have become the second-largest segment within convenience, growing at 19%, with 500ml formats now accounting for more than half the category sales.
VK Squashka is also fizz-free – its first non-carbonated offering, which delivers on the fresh and fruity flavours the brand is known for, while catering to new consumers who seek an alternative to fizzy drinks.
VK Squashka will be available in three nostalgic fruit flavours that VK customers know and love, including Apple & Blackcurrant, Orange & Pineapple and Cherries & Berries – a trending flavour profile amongst consumers, with cherry RTDs soaring by 225%.
The grab-and-go format is ideal for students and young adults who are increasingly favouring at-home and at-friend’s drinking moments, often buying fewer drinks on nights out and seeking better value in advance. This makes VK Squashka the perfect option for convenience and impulse retailers, with the larger 500ml carton adding perceived value to these buyers.
Holly Bolus, Senior Brand Manager at VK, said: “VK Squashka brings something genuinely new to the market and a fresh solution that meets what our Gen Z drinkers are looking for right now. It’s got all the flavour our fans love us for, with a higher ABV and none of the fizz – plus it’s in a resealable and recyclable carton you can take anywhere.
“VK continues to lead the way as the number one RTD brand for students, and the launch of VK Squashka is a huge opportunity to capitalise on changing drinking habits. It’s made for students and young adults who love a fruity pre-drink but want to skip the bubbles, save some cash, and bring the party energy from door to dancefloor.”
VK Squashka will be available in three flavours, with an RRP of £3.49 per 500ml carton. This new and exciting product from VK will be available within cash and carry depots across the UK from 24th November.
VK’s student ambassador teams will visit university halls across the UK in January to coincide with the ‘refreshers’ period, with seven of VK’s own student societies bringing VK Squashka to campuses nationwide. Led by dedicated VK loyalists, the activity helps to build genuine student-to-student engagement.
[1] https://www.tiktok.com/@fresh2deathuk/video/7147722039883877638 https://www.tiktok.com/@newcastlestudentlife/video/7411513791508270368
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