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UK: Beverage Brands rolls out WKD cider

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Beverage Brands is expanding its RTD brand WKD in the UK to include a cider offering.

WKD Core is a 4.5% abv apple cider, which the company said today (27 April) aims to "shake up" the cider market and bring "a new dimension" to the WKD range.

Packaged in 500ml green bottles and featuring the WKD logo above the words 'apple cider', WKD Core is being launched in the UK early next month.

To support the arrival, Beverage Brands is embarking on a consumer marketing campaign during the summer months. It will include a national outdoor campaign; press and TV advertising; on-line activity and a sampling drive.

The new cider will benefit from a GBP26.5m (US$38.9m) marketing spend behind the WKD brand portfolio.

Debs Carter, marketing director at Beverage Brands, said: "We see this as a huge opportunity to broaden the appeal of the WKD brand and at the same time bring a new edge to the cider category which is continuing to flourish. Over the past year cider sales have grown by 7% in value and 5% in volume and the category is outperforming the total liquor market by 9%."


Sectors: Beer & cider

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