Red joins Blue as WKD extends RTD offering

by Rosie Davenport

Beverage Brands is the latest supplier to inject new life into the RTD sector with the launch of a third flavour in its WKD range. WKD Red comes weeks after Diageo unveiled Slate 20, a bourbon-based RTD, and marks the beginning of a fresh wave of innovation that suppliers hope will boost the category's sales.

WKD Red's roll out follows a nine-month trial in Northern Ireland and with 'Brits abroad at holiday resorts in Spain.

The newcomer is being backed by a £2.5m marketing campaign in addition to the £25m support given to the WKD brand annually.

Beverage Brands said that, as with WKD Blue, it had not tried to define the flavour of the drink and customers could 'decide for themselves.

Karen Salters, the company's marketing director, said: 'The RTD category has been crying out for innovation. It's a constant challenge for suppliers and retailers as RTD drinkers are particularly adventurous in expanding their repertoire and keen to try something which looks and tastes different.

She added that, while the drink was on trial, 75% of outlets reported a 'loyal following and repeat purchases.

Advertising will centre on billboard posters across 13 cities plus teams wearing sandwich boards and targeting shopping centres, bars and student unions. A national press campaign will go live in October with a push on regional radio stations.

Licensees will also be able to get hold of PoS material, including flashing WKD Red bottles, T-shirts and tent cards.

A spokesman for JD Wetherspoon, where trials took place in Northern Ireland, said: 'It's good to have something new to offer customers and WKD Red's appeal brings in a new kind of WKD drinker, which is good for the future development of the brand.