Reflecting the ever-changing consumer landscape, WKD, the UK’s No.1 RTD brand1, is introducing cans in a range of multipack formats. The move is in response to continued growth in consumer acceptance of cans as a convenient and flexible format suitable for a wide range of occasions.
Launching this spring, sleek 250ml cans are being introduced in WKD Blue 4-pack and 10-pack formats, and in WKD variety 10-packs. Brand owner SHS Drinks believes that the introduction of aluminium cans will open up significant additional usage occasions for WKD.
Rolling out across take home in April and May, striking graphics will clearly communicate that the new can format is present inside the fully-enclosed multipacks, and give the new pack formats excellent shelf stand-out.
Research by SHS Drinks highlighted the popularity of cans amongst its target consumers and showed that the format is one which drinkers expect to see the category leader1 represented in. WKD’s new slimline cans are recognised by consumers as lighter than glass, more easily portable, unbreakable and a highly convenient drink format for RTDs; respondents also noted the sustainability advantages of aluminium over glass.
The introduction of WKD cans will have no impact on flavours, ABV or multipack RRPs; the brand’s range of 700ml single glass bottle variants remains unaltered.
Aside from direct consumer usage benefits, the new 250ml cans will also help offset packaging industry price rises and allow SHS Drinks to continue to offer WKD consumers the best possible value for money.
The introduction of cans comes at a time when WKD sales are at a ten-year high2 and the brand leads the field as the no.1 RTD in both the on-trade3 and take home3. 2023 sees WKD continuing its hugely successful association as the Official Alcohol Partner of Love Island and the introduction of multipack cans marks the start of an extremely busy period of activity and support for the UK’s leading RTD3.
Alison Gray, head of brand – WKD at SHS Drinks, says: “This initiative gives WKD consumers the convenience and portability that they crave. The move plays to a real increase in consumer appetite for cans, which are now seen as a leading format in the RTD category. We want to do everything possible to ensure that WKD remains both at the forefront of the category and as affordable as possible for consumers.
“Cans are not only considered as highly convenient by our core 18 to 24-year-old consumers, these drinkers also see the slimline style as a fun format which fits very naturally with the WKD brand. We expect our 250ml offering to open up additional usage occasions, and the new cans herald the start of an extremely exciting summer for the brand.”
1Source: Nielsen Scantrack UK Take Home RTD volume (L) MAT to 31.12.22.
2Source: Total trade RTD value (£): Nielsen Scantrack UK Take Home MAT to 31.12.22 plus CGA on-trade MAT to 31.12.22.
3Source: Total trade RTD volume (L): Nielsen Scantrack UK Take Home MAT to 31.12.22: CGA on-trade MAT to 31.12.22.
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