SHS Drinks is adding a Dark Fruit flavour to its ready-to-drink WKD range.
Rolling out in spring 2020 across all trade channels, the new permanent addition from the brand looks to tap into the “easily understood ‘dark fruit’ concept”.
WKD Dark Fruit will be supported by a comprehensive, brand-wide package comprising in-venue media, back-bar displays, POS kits, social media engagement and digital advertising.
Nick White, head of alcohol brand marketing at SHS Drinks, said: “WKD Dark Fruit this year – as WKD Pink did last – will deliver reappraisal of the complete brand and have a hugely positive halo effect on all WKD variants. With both variants, we’ve taken hugely popular themes and applied a clever WKD twist.
“The launch of Dark Fruit will ensure that WKD remains fresh and relevant to its core 18-24 year-old target market and continues to generate strong sales growth for on-trade stockists.
“This innovative flavour RTD will deliver something genuinely new and truly exciting for the entire category.”