- Following the success of VK’s Mixed 10x275ml pack format, the biggest mixed pack in the total off trade, the company have announced they are extending the format to VK Blue.
- VK Blue is the original flavour that started it all, a sparkling mixed fruit flavoured alcoholic drink, with 4% ABV. 10x275ml NRB bottles are in the multipack.
- Blue is the No1 VK flavour in Impulse, and the UK’s best-selling RTD flavour in traditional RTDs.
- The launch comes as larger pack formats in convenience have increased in value by 33.0% YoY.1
VK are launching an all-new large format pack based on the brands leading flavour, VK Blue.
VK are capitalising on the strength of the VK Mixed pack, the biggest mixed pack in the total off trade and casting a spotlight on Blue, the No1 VK flavour in Impulse, by introducing the VK Blue Multipack to the UK off trade.1
Ahead of the launch to consumers, the new VK Blue Multipack has gained listings across convenience channels in the UK and Ireland. The launch will be shared through VK’s social channels and directly to subscribers’ inboxes with a giveaway to capture the interest of true-blue fans.
The VK Blue Multipack is now available to order, directly from Global Brands and via wholesale.
Convenience and wholesale are listing the new product, including Parfetts, AF Blakemore, Nisa, United Wholesale Grocers, United Wholesale Scotland, and Filshill.
Charlie Leaver, Head of Brand at Global Brands: “VK Blue is the original flavour that kick started it all, the founding SKU of a flavoured filled line-up that sees huge success in both the Off Trade and On Trade. VK is the number one RTD for students eight years running,2 with strong awareness and retention across our target audience.
“We’re thrilled to deliver a new pack combining the success of the biggest mixed pack in the total off trade, our VK Mixed Pack, with our leading flavour Blue – a sure-fire success for our customers, especially as consumers look to larger pack formats to deliver value.”
Earlier this year, the brand launched VK & SODA, a new range delivering the fruity and tasty flavours of VK, with zero sugar and 56 calories. Two varieties are available – VK & SODA Berries, a lower calorie version of ‘Blue’ and VK & SODA Lime, a glow up of the iconic vodka, lime, and soda. The range is being inserted into Mixed Packs through April, with special packs available exclusively in Tesco.
1 – Nielsen RTD Data MAT 19.11.22
2 – NUS Drink Tracker 2021
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