Ready-to-drink brand WKD is launching two new products into bars, clubs and pubs for serving as shots alongside investment in a redesign of the core range.
The new brand extension is WKD 1, which comes in 70cl bottles in two flavours, Blue and Iron Brew, based on two of the popular flavours in its RTD range that comes in 275ml bottles.
Tapping into the growing £820million shots category, the new products are 15% ABV, compared to the 4% ABV of original WKD.
They are being launched into the on-trade supported by awareness-driving activity including sampling and a social media campaign.
Brand owner SHS Drinks is also providing serve suggestions and making branded sharing trays and point-of-sale materials available to bars.
WKD 1 has already gained listings with Molson Coors, Carlsberg, Wallaces and Punch Taverns.
Debs Carter, marketing director for alcohol at SHS Drinks, said: “Shots bring excitement and theatre to an evening out and are very popular with groups of 18- to 24-year-olds.
“There is already great enthusiasm for the category amongst WKD consumers and there is great synergy between the shot and RTD categories, making WKD 1 a natural and logical extension of the brand.
“And from a category perspective, it brings the personality and appeal of the WKD brand to help drive shot category growth.
“WKD 1 Blue capitalises on WKD Blue being the biggest-selling RTD flavour while WKD 1 Iron Brew brings a new flavour into the shot category.”
SHS Drinks has also unveiled a vibrant new packaging design for its RTD bottles and cans in the on- and off-trade. It includes an evolution of the logo and new bottle graphics that prominently feature the word “Original” to emphasise the brand’s quality credentials and its role in the RTD category.
The new packaging is being rolled out this month, joining the new WKD Vegas Limited Edition which was launched in January, supported by new POS materials.
Quoting figures from on-trade research specialist CGA Strategy, Debs said: “WKD remains by far and away the number-one RTD brand, selling one bottle every second in on-trade outlets.
“The new packaging design reinforces the premium positioning of WKD and also increases visibility and stand-out in the chiller. When we researched the new design, consumers responded very positively to the fresh, contemporary look.”