WKD shot concept launched by Beverage Brands

Beverage Brands, the flavoured alcoholic beverage (FAB) specialist, has made its first foray into the lucrative shots and shooters market.

The company has expanded its flagship WKD brand with the launch of WKD 40, a flavoured vodka-based down-in-one concept.

WKD 40 is designed to challenge the likes of After Shock, Fire & Ice and Jagermeister in a shots market that is growing by 50 per cent year on year.

Karen Salters, marketing manager at Beverage Brands, said: "With demand for WKD at record levels and the shots market showing impressive growth it seemed like a natural extension for the brand."

She added that the vodkas, available in the same Iron Brew and Blue varieties as the FAB brand, will be marketed as a shot rather than a premium vodka.

"We haven't called it a flavoured vodka as our research showed that it would confuse consumers who are not sure how they should be drunk," she said.

The latest addition to the Beverage Brands portfolio was initially launched exclusively in Scottish & Newcastle Retail outlets in December but a national roll-out has been earmarked for the end of January.