Las Vegas inspires new WKD variant

By Robyn Black

- Last updated on GMT

Related tags Marketing

WKD Vegas launched
The latest limited edition from alcopop brand WKD is inspired by the bright lights of Las Vegas.

A new purple variant will be hitting shelves in January and will be available until the following December.

It will be supported initially with an on-trade promotion offering drinkers a free pair of gold sunshades, complete with Elvis-style sideburns, for every two bottles purchased.

Brand owner SHS Drinks said it was building on the success of WKD Brazilian, launched earlier this year ahead of the World Cup, which generated £1.5m in sales (Nielsen Scantrack MAT to 11.10.14 and CGA MAT to 06.09.14).

“Extensive consumer research identified that being a Limited Edition made people want to try the new addition and that the Vegas theme is also a big pull,” said Debs Carter, marketing director, alcohol.

“Las Vegas is the party town – associated with fun, high energy, great nights out - a perfect match for WKD.”

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