The new green-coloured flavour, called WKD Brazilian, is described simply as “exotic”, taking its inspiration from the South American country and its party atmosphere.
Available from January in 275ml bottles, the new line will have the same 4% ABV and recommended retail price as the other six variants in the WKD range.
The launch will be supported by a heavyweight digital media campaign, extensive consumer sampling activity, price promotions, washroom advertising and tailored in-outlet support activity.
In-venue point-of-sale kits will be provided to “bring the party spirit of Brazil alive” in pubs and bars around the country with point-of-sale items bearing trademark WKD-style straplines such as “It’s like a taste of Rio. Even if you’re in Rochdale”, “Go Copacobanas for WKD”, and simply “Braziliant!”.
The new line will also benefit from broader marketing support for the WKD brand.
Debs Carter, WKD marketing director at SHS Drinks, said: “Brazil and all things Brazilian are very much of the moment as we head into 2014. Lonely Planet has recently tipped Brazil as the top visitor destination for next year and the country will certainly be the focal point for all footie fans when the World Cup gets under way next summer.
“Brazil also is renowned for its vibrant night and street life, especially at carnival time, and WKD Brazilian aims to capture this exotic party spirit in a bottle.
“With the spotlight being on Brazil next year, it’s the perfect timing to introduce this topical WKD Limited Edition – an innovation which will bring excitement and a new dimension to the RTD category.”
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