Alcopop brand VK to come in larger bottles

By Robyn Black

- Last updated on GMT

Related tags: Natural selection

VK Blue will be the first flavour to appear in the 500ml format
VK Blue will be the first flavour to appear in the 500ml format
Global Brands has put its RTD range, VK, into bigger 500ml bottles, to tap into the trend for longer, over-ice drinks and mixed drinks served in pitchers.

“RTDs are facing more competition than ever when it comes to fridge space but the category is still in growth and worth £419m to the on-trade,” said marketing director Simon Green.

“The brands that are winning have evolved, adapted and innovated to find new ways of fulfilling today’s consumer’s needs.”

Initially just Blue VK will be available in the format but the company says it is “confident” the other flavours in the range will follow.

Earlier this year, the company shook up its portfolio of drinks to concentrate on its RTD brands.

Related topics: Ready to Drink

Related news