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SHS Drinks’ WKD Dark Fruit - Product Launch

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SHS Drinks' WKD Dark Fruit

SHS Drinks said WKD Dark Fruit will support a "reappraisal" of the brand

SHS Drinks said WKD Dark Fruit will support a "reappraisal" of the brand

Category - RTDs, 4% abv

Available - From early Spring

Location - UK

Price - GBP2.99 (US$3.90) per 70cl bottle

SHS Drinks has added a dark fruit variant to its WKD RTD brand as it looks to tap into the "easily understood 'dark fruit' concept". The company said yesterday that permanent addition WKD Dark Fruit will align to existing brand variants in terms of abv, retail pricing and bottle sizes (27.5cl and 70cl).

Rolling out across all trade channels, WKD Dark Fruit will be supported by POS kits, social media and digital advertising.

"WKD Dark Fruit this year - as WKD Pink did last - will deliver reappraisal of the whole brand and have a hugely positive halo effect on all WKD variants," said Nick White, head of alcohol brand marketing at SHS Drinks. "With both variants, we've taken hugely popular themes and applied a clever WKD twist.

"The launch of Dark Fruit will ensure that WKD remains fresh and relevant to its core 18-24 year-old target market and continues to generate strong sales growth for both convenience retailers and wholesale/cash and carry depots."

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Specialty Spirits (Spirits) Market in United Kingdom - Outlook to 2022: Market Size, Growth and Forecast Analytics

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Specialty Spirits (Spirits) Market in United Kingdom - Outlook to 2022: Market Size, Growth and Forecast Analytics is a broad level market review of Specialty Spirits market in United Kingdom.

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