The new launch, called WKD Cocktails, will roll out to the UK’s independent off-premise in July with an SRP of GBP4.99 (US$7). The 5.5%-abv pre-mix – available in Blue Lagoon and Tropical Sunrise flavours – targets the 18-to-24-year-old consumer and aims to capitalise on increasing demand for take-home formats.

SHS said the pair use existing WKD flavours mixed with fruit flavours to create “fuss-free popular cocktails”. According to the company, 30% of WKD’s sales already come from consumers making their own cocktails.

“SHS Drinks believes that category-leading WKD is perfectly poised to amplify this opportunity,” it added.

Earlier this month, SHS announced a WKD tie-up with UK reality TV show Love Island. The RTD brand will be the ‘official alcohol partner’ of the show when it airs on ITV2 this Summer

What has Molson Coors Beverage Co’s cannabis partner learned from six months of sales? – Just Drinks speaks to Truss marketing head Lori Hatcher

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