WKD extends ready-to-drink range with mango variant

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SHS Drinks has unveiled a permanent new addition to its WKD ready-to-drink range, picking up on an on-trend flavour among younger adults.

At 4% ABV like the rest of the line-up, WKD Mango Crush has been released in 275ml glass bottles as well as crown-cap 275ml PET bottles for venues that are glass-free.

The new variant is backed by a range of trade deals to incentivise distribution, a programme of telesales drives, nationwide on-trade sampling activity, student-specific promotional support and a huge social media campaign.

It will also be a key part of the brand’s programme of activity at summer festivals, helping to keep the brand fresh and relevant to its core 18- to 24-year-old target market.

Amanda Grabham, head of brand marketing for alcohol at SHS Drinks, said: “Mango is a highly relevant flavour amongst our target audience. WKD Mango Crush was strongly endorsed by consumers in research and we believe that the variant has significant volume potential and will drive incremental sales for stockists.

“It is a year-round addition to our permanent range and we’re expecting it to be a big hit this summer. Our fruity new addition is bringing a tropical new angle to the WKD range.

“The two new SKUs are yet another example of our category-leading approach: demonstrating our desire to drive innovation, build the WKD brand, and grow sales for licensees.”

It is the fourth variant in the range to be also available in PET bottles as well as glass, joining Blue, Passion Fruit, and Berry.

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