The premium packaged spirit (PPS) bandwagon is showing no signs of slowing down with the launch of a new WKD variant from Beverage Brands.
The PPS specialist has stepped up its pursuit of Smirnoff Ice and Bacardi Breezer with the introduction of WKD Original Vodka Silver, a clear concoction and the third flavour in the WKD range.
"Silver has been researched for a year, with consumers across the country being polled on the image, name and most importantly the taste of the product. The clear liquid has a refreshing and intriguing taste, which appeals to both men and women," said Karen Salters, marketing manager. The new addition is the second clear PPS to be unveiled in a month following Diageo GB's launch of Smirnoff Black Ice.
Other clear PPS brands such as Vodka Source and Sub Zero have struggled to maintain a following but Ms Salters believes the time is right for WKD Silver.
"Clear brands have come and gone in the past but that was when people were into the fruity stuff," she said. "There's been a clear step change in people's drinking patterns and the category is beginning to grow up. It is our intention with Silver to help establish the 'clear' category of the PPS market and to further grow the sector in both the on and off trade."
The WKD brand was expanded last year with the successful addition of WKD Blue and it is currently the number three PPS in the on-trade.
Beverage Brands has taken the WKD marketing investment to £20m with a £2m support programme earmarked for the new variant including a new TV advert and a high profile 48-sheet poster campaign.
WKD advert is ruled offensive by ASA (22 August 2002)
WKD 40 gets national roll-out (21 August 2002)
Diageo unleashes Smirnoff Black Ice on male drinkers (31 July 2002)
Beverage Brands launches WKD Blue (12 February 2001)