According to SHS, 44% of 18- to 24-year-olds say they aim to be healthier when socialising.

According to SHS, 44% of 18- to 24-year-olds say they aim to be healthier when socialising.

SHS Drinks' NKD

Category - Alcoholic RTDs, 4% abv

Available - From November

Location - UK

Price - Same price as WKD range

SHS Drinks has launched a lower-calorie addition to its WKD portfolio, NKD.

At about 100-calories, the 4%-abv RTD has less than half the calories of the WKD range, SHS said late last week. It is designed to broaden the appeal of the WKD brand among 18- to 24-year old consumers.

Two flavours will launch in November, Lemon & Lime and Blueberry & Elderflower, both with a lighter taste profile than WKD. They will be sold through multiple grocers in the take-home market, and in selected out-of-home channels such as casual dining restaurants, style bars and other types of entertainment venues popular with the target demographic, SHS said.

"Our aim is to recruit new consumers and shape their perceptions by positioning WKD as a catalyst for having fun with friends, providing an energy lift and offering a great tasting product with the right amount of alcohol," said Jo Sykes, marketing director for alcohol & soft drinks at SHS.

According to SHS, 44% of 18- to 24-year-olds say they aim to be healthier when socialising.

SHS first flagged up the launch of the lower-calorie WKD range in August as it rolled out new packaging for the brand.