Beverage Brands, owners of WKD has also announced a £3m marketing push as it releases its first limited edition flavour, WKD Purple.
The flavour will be available for six months from March. Beverage Brands has also pledged to invest £30m in the WKD brand during 2011. The activity will include national TV and outdoor advertising campaigns, digital marketing, PoS and sampling. Sampling of WKD Purple will reach 100,000 consumers.
The 4 per cent ABV drink will be available in 275ml bottles. The company wants to work with licensees to develop bespoke promotional activity.
Debs Carter, marketing director said: "From the outset we've always sought to create a point-of-difference for WKD. WKD Iron Brew brought a new dimension to the RTD market when it was launched in 1996 as did WKD Blue in 2001, and WKD Purple is yet further proof of our commitment to driving the market forward.
"The launch of WKD Purple, along with our total brand investment, will enable licensees to create excitement in outlets and help deliver increased footfall and rate of sale."
The news comes just weeks after Bacardi announced renewed investment in the £400m RTD category with Bacardi Originals, its new bottled cocktail range. Global Brands, owners of VK, has also announced a 10m marketing push which includes a bottle redesign.