WKD plans a head for St Patrick’s Day


WKD Shamrock hat

Thousands of shamrock-shaped hats are set to be given away in bars and pubs as part of St Patrick’s Day activity for ready-to-drink brand WKD.

It is making the WKD Shamrock Head available to licensees to help them maximise what brand owner SHS Drinks sees as an “every-growing” sales opportunity from the Irish celebration.

With the brand’s typically cheeky tone, the promotion offers a “Free Genuine Irish Shamrock Head (Made in China)” when consumers buy two bottles of WKD.

Supported by humorous in-outlet point-of-sale items, it is expected to build rate of sale for WKD stockists around the March 17 celebration. The hats are the latest in a line of sought-after giveaways from the UK’s number-one RTD.

Debs Carter, marketing director for alcohol at SHS Drinks, said: “St Patrick’s Day is a major highlight in the on-trade social calendar. We’re giving WKD stockists a head start by providing them with support which will generate incremental sales through creating fun for consumers around the event. The Shamrock Heads will contribute to people’s enjoyment of the celebrations, to be sure.

“WKD has a strong track record in helping licensees make the most of seasonal events and holidays, and the Shamrock Heads are set to generate an extra buzz in bars this March.”

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