The nightlife of Las Vegas has inspired the latest limited edition from ready-to-drink brand WKD, due to launch into bars in January.
WKD Vegas comes in a 275ml bottle with a label carrying a Vegas-style sign and graphics to convey the atmosphere of the US gambling capital at night. The drink is purple but, as usual, it is not promoted in terms of its flavour.
The launch will be supported via a heavyweight digital media campaign including social media as well as extensive consumer sampling activity and introductory price promotions. The new line will also benefit from the halo effect of marketing support for the wider WKD brand.
Brand owner SHS Drinks will be inserting promotional leaflets into cases of WKD Blue to alert licensees to the arrival of the new limited edition.
Support will include free point-of-sale and rate-of-sale-driving kits to enable bars and pubs to offer customers buying two bottles of WKD Vegas a free pair of gold sunshades complete with sideburns.
WKD Vegas will be available from January 5 until December 2015 and will retail at the same price as the other variants in the WKD range.
Debs Carter, marketing director for alcohol at SHS Drinks, said: “The success of WKD Brazilian Limited Edition this year, which generated approaching £1.5 million-worth of sales, has demonstrated that there is a real appetite amongst consumers for limited editions from WKD.
“Extensive consumer research identified the fact that being a limited edition made people want to try the new addition and that the Vegas theme is also a big pull.
“Las Vegas is the party town, associated with fun, high energy, great nights out – a perfect match for WKD. From the trade and consumer feedback we’ve received, we’re confident that WKD Vegas will be a winner for 2015.”