SHS Drinks pouch will be on sale from next month

SHS Drinks' pouch will be on sale from next month

SHS Drinks' WKD Original Blue freeze pouch

Category - RTD, frozen, 4% abv

Available - From next month

Location - UK off-trade, nation-wide

Price - SRP of GBP2.50 per 25cl pack

Distribution - SHS Sales & Marketing

SHS Drinks has launched a freeze pouch version of its WKD Original Blue alcoholic RTD.

The company said freeze pouches now account for 7% of sales in the UK take-home channel.

"Freeze pouches are currently taking the RTD market by storm," said Debs Carter, SHS's alcohol marketing director. "They are easily portable fun packs and have novelty appeal amongst 18- to 24-year-old consumers."

Last month, SHS unveiled new packaging for the WKD range.

Show the press release

The launch comes within weeks of SHS Drinks unveiling a new pack design across the WKD portfolio of 275ml, 500ml and 700ml bottles; 275ml x 4-, 8-, 10- and 12-bottle multi-packs; and 330ml cans; and follows the launch of the new WKD Vegas Limited edition in January.

Debs Carter, Marketing Director – Alcohol at SHS Drinks, says: “Freeze pouches are currently taking the RTD market by storm. They are easily portable fun packs and have novelty appeal amongst 18 to 24-year old consumers who are excited by the latest new trends. 

“Sales of freeze pouches have more than trebled from £5 million to £16 million over the course of the past year,2 accounting for almost half of the £11.4 million increase in total take home RTD sales, and they really do come into their own during the summer months. 

Last year, rates of sale of freeze pouches were one and a half times higher during this key trading period than at other times of the year.

“As WKD is the brand leading RTD accounting for 13% of all take home RTD sales, new freeze pouches is a natural extension to the choice of pack formats which will add even further to the appeal and popularity of our flagship WKD Blue variant.” 

Original source: Company Release