In a bold initiative which draws inspiration from the energy drinks category, WKD – the UK’s no.1 RTD1 – is set to launch an alcoholic drink containing caffeine, guarana and taurine.

Under the name WKD X, owner SHS Drinks is introducing an innovative sub-brand to augment its flagship RTD. Available in 500ml single cans, the 7% ABV drink is launching in a duo of striking flavour variants: WKD X Blue and WKD X Gold.

Debuting in May and available in both standard and £3.29 price-marked packs, WKD X will be offered to stockists in trade cases of 12 x 500ml single cans.With energy drinks currently the fastest-growing segment of the soft drinks category2 and with consumption skewed to the 18 to 30 age group, SHS believes that WKD is perfectly placed to bring a nationally recognised brand to the fledgling ‘enhanced RTD’ category. Enhanced RTDs currently generate £24m in sales3 and have grown +90% over the last two years3. The launch of WKD X will mark a step-change in the development of this new consumer category of high energy/higher ABV drinks. In the impulse channel, this developing drink segment already accounts for 15% of total RTD category sales3.

Generation Z consumers have grown up with energy drinks and know they are a convenient way to get their caffeine fix; the launch of WKD X will draw on the soft drinks category’s success and present a credible and nationally supported alcoholic version to a receptive 18 to 24-year-old target market. With four times the consumer awareness of other RTD brands4 and sales +36% over the last two years5, WKD is in a prime position to successfully expand to new and innovative categories.

Displays in cash and carries and off-shelf features in-store will support the launch. A high-profile communications campaign will build consumer awareness of WKD X through social media, extensive influencer activity and consumer-facing PR.

Alison Gray, head of brand – WKD at SHS Drinks, says: “WKD is synonymous with delivering great flavours and even greater times. The brand has always been about delivering for different consumer moments and needs across a whole spectrum of usage occasions, and WKD X will take our offering in independents to another level.

“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 respected brand that consumers know and love. For depot managers and convenience retailers keen to focus on where incremental RTD category growth will come from, WKD X marks the spot.”

1Source: Nielsen Scantrack UK Take Home RTD volume (L) MAT to 01.02.22

2Source: NielsenIQ soft drinks context report 14.08.21

3Source: NielsenIQ Scantrack Data Total Coverage RTD value (£) MAT to 26.02.22 (client-defined ‘Enhanced RTD’ category)

4Source: System 1, Brand Health Study

5Source: Nielsen Total UK RTD value (£) MAT 26.02.22 vs 2YA, WKD bottles

Comments are closed.

Bitcoin Tumbler Bitcoin Mixer best bitcoin mixer bitcoin mixing best bitcoin tumbler coin mixer crypto tumbler bitcoin tumblers Coinomize

Agreement

To use this website, you must be aged 18 years or over
I AGREE
* by clicking above, I agree that I am over 18 years of age
Get Wholesale Manager delivered to your inbox for FREE
SUBSCRIBE NOW!
Join over 15k subscribers