SHS Drinks overhauls WKD, plans lower-calorie variants
SHS Drinks will roll out the new WKD packs from October
SHS drinks has redesigned its WKD brand in the UK as it looks to connect with 18- to 24-year-old consumers.
The RTD, which celebrates its 20th anniversary this year, will be the subject of a new advertising campaign, as well as the release of two lower-calorie additions. The new campaign, called 'WKD for the Now', includes social and traditional media activity.
There will be four variants in the redesigned WKD range: the original WKD Blue and WKD Iron Brew; new WKD Berry and WKD Passion Fruit (formerly called WKD Blush, launched in January). SHS said "no fundamental changes" had been made to the liquid and abv remains 4%. The new-look packs will roll out from October.
The company also highlighted plans to introduce lower-calorie drinks. Two flavour combinations are in development and SHS aims to launch the new variant towards the end of the year.
"WKD ... has a number of core product qualities ... which have strong appeal for today's 18 to 24-year- old consumers, but as a brand proposition it needs to be made more relevant to this new generation of consumers," said Jo Sykes, who is heading the project. "18 to 24-year- old consumers in 2016 have very different lifestyles, approaches, views and aspirations to their equivalent peer group 20 or even 10 years ago."
SHS estimated that attracting 1m new drinkers from the 18-to-24 demographic could, over the next three years, generate an incremental GBP65m (US$85m) in sales for the RTD category across the total on- and off-premise channels. Financial details of the new campaign were not disclosed.
Global RTD insights - market forecasts, product innovation and consumer trends
The Ready To Drink (RTD) or mixed drinks category added 20.2m cases in 2014 to reach 388.5m cases, up from just under 319m cases in 2010, representing a healthy compound annual growth rate (CAGR) of 5...read more
- Five ways small brands can beat big players
- Interview, Bulldog Gin founder Anshuman Vohra
- The end is nigh for Global Travel Retail - Comment
- Pernod Ricard Q1 2017 results by region, brand
- Interview, Bulldog Gin CEO Anshuman Vohra, Pt II
- Diageo most at risk to Thai alcohol ban - analyst
- Stumbling UK Pound prompts Conviviality price hike
- Jobs at new India hub won't affect staff - Diageo
- AB InBev fund ZX Ventures buys homebrew co
- Edrington’s The Macallan 40 Year Old - NPD
- Global gin insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global rum insights - market forecasts, product innovation and consumer trends
- Global Wine Market 2016-2020
- Global RTD insights - market forecasts, product innovation and consumer trends