49-calorie VK targets female consumers

Weight-conscious women looking for a lower alcohol tipple are the target of the latest VK Vodka Kick variant set to hit the market.

Brand-owner Global Brands claims the new drink is the first RTD that is both low in calories, at 49 calories a bottle, and in alcohol. It also claims that the drink has the lowest abv of any RTD at 1.2%.

Initially the variant will be available in just one flavour, pineapple & grapefruit, but the company is already looking into more flavours with a view to launching a complete range later in the year. It will come in a 275ml bottle, in keeping with the rest of the VK Vodka Kick range.

"Modern consumers are now more conscious than ever when it comes to calories and units of alcohol," said Global Brands chairman Steve Perez.

"We wanted to give them an alternative to the standard RTDs that are on the market."

In February rival RTD Bacardi Breezer ditched its standard and half-sugar ranges for a single lower calorie offer, Bacardi Breezer 100 Calories. New more exotic flavours were also added to the range, such as pineapple, watermelon and mango.

The beer category is also undergoing a low-calorie, low-alcohol revolution with the long-awaited launch of 99 Calorie Carling finally happening this week (see In Brief, right), and a raft of mid-strength lagers hitting the market in the past few years, such as Beck's Vier and Stella 4%.

"There is really very little choice out there for people not wanting to drink alcohol, or who want to drink just a small amount," said Perez.

"Giving consumers more choice really is imperative, as is ensuring drinks are retailed responsibly."

VK Vodka Kick is the third biggest RTD brand in the country, and sells more than three million bottles a week.