WKD unveils new products following research into key demographic

By Ben Winstanley contact

- Last updated on GMT

SHS launch WKD brands RTD Blush and Fiery shot

Related tags: Alcopop, Alcoholic beverage

SHS Drinks has unveiled two new WKD products to the alcoholic RTD category, following in-depth research into the changing lifestyles of 18 to 24-year-olds during the past 10 years.

WKD 'Blush' passion fruit (4% ABV), the first WKD RTD variant to be given a specific flavour descriptor, and WKD Fiery Shot (15% ABV), a low-alcohol addition to the shots category, will be rolled out from mid-February.

It comes as the drinks brand claims there are opportunities for growth and expansion of the £242m RTD category.

"The battle of the fridge, from flavour ciders to RTDs, is an ongoing challenge for everyone in the industry. With an awful lot of innovation taking place, we have to raise our game," Debs Carter, marketing director of alcohol at SHS Drinks, said.

"We are responding to the changes highlighted in the research by giving consumers greater choice and introducing new lines that are attuned to their tastes and the way they live their lives today. 

"WKD Blush appeals to both males and females, it meets the demand for and popularity of blush-style drinks and is presented in a more sophisticated pack design; while the range of WKD shots are a natural extension for the WKD brand because there is genuine interest in and crossover consumption of shots among RTD drinkers. 

"At 15% ABV, WKD Fiery will open up a new opportunity in the 13.5% to 20% ABV sector of the shots category which is currently worth around £174m annually in on-trade sales (CGA data, October 2015)."

The drinks company claim to be "increasing the rate of innovation in the brand" with a "rolling programme" of new variants expected during the next 12 months.    

"The new pair of products will broaden the footprint of the brand and lay the foundation for a new era in the development of WKD and the RTD category," Carter added.

Related topics: Ready to Drink

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