WKD launches pre-mixed cocktails in cans in on-trade

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A range of pre-mixed cocktails in cans has been launched into the on-trade by SHS Drinks as part of its ready-to-drink WKD brand.

Under the name WKD Mixed, the 6% ABV drinks are available in three flavours and packaged in stylishly designed 250ml cans.

They include a Cheeky V which combines port with the flavours of WKD Blue and lemonade, inspired by the popular Cheeky Vimto long drink made with WKD Blue and port over ice.

Passionista combines rum with WKD Passion Fruit and lemonade flavour while Oh Schnapp is a mix of peach schnapps, WKD Berry and orange flavour.

The pre-mixed cocktails have been launched into the on-trade to help busy venues, especially at peak trading periods. They come in packs of 12.

WKD Mixed will be supported by striking point-of-sale materials to build in-outlet awareness and an extensive social media campaign involving teasers and consumer competitions.

The launch will be communicated using the creative theme “Pick a MIXED” which is about making choosing a drink exciting.

Amanda Grabham, head of brand marketing for alcohol at SHS Drinks, said: “WKD Mixed is the perfect pre-prepared cocktail range for 18- to 24-year-olds. The concept is all about fusing together the fun aspects of WKD with the convenience of cans to create great-tasting cocktails.

“The approach was extremely well received by consumers in research – they really got what we’re trying to do here. WKD Mixed is broadening the WKD brand offering. The range will bring in new users and help keep WKD in purchasers’ repertoires for longer.

“WKD Mixed cans make it possible for on-trade outlets that might not otherwise have the capability, be that in terms of appropriately trained staff or sufficient preparation space or just the sheer volume of customers to serve at peak times, to sell good-quality cocktails.

“WKD Mixed is another great example of our category-leading approach: we’re delivering incremental sales for licensees through brand innovation.”

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