Reinvention: WKD is set to be refreshed to reach out to 18 to 24-year-olds


WKD to be transformed for the 'now' generation

By Nikkie Sutton

WKD is set to undergo a “radical reinvention” with a new pack design across the range along with the launch of two new, lower-calorie flavours, following research into 18 to 24-year-olds. The brand will also unveil a new communications programme ‘WKD...

RTDs: Keeping afloat?

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RTDs: Ready To Sink?

By Nigel Huddleston

The RTD category has been in decline in recent times, but the Publican's Morning Advertiser has found some bright lights to keep the sector afloat. 

WKD fans will be able to choose the music at the Spotify-supported events

WKD makes a noise with Spotify

By Robyn Black

Alcopop brand WKD has teamed up with Spotify, the music streaming service, and DJs Lauren Pope and Melvin (one half of Rickie & Melvin from the Kiss FM Breakfast show) to create a series of “crowd sourced” nights out.

WKD Purple: Cheeky vodka mix

New pub drink: RTD and cocktails

By Sonya Hook

Sonya Hook discovers the recent wave of RTD launches could represent the beginning of a rather fruity alliance with swish cocktails.

Bacardi Breezer: new 100 calorie range

RTDs go for lower abvs

By Robyn Lewis

The RTD market is experiencing a shake-up this month as two of the biggest brands announce reformulations. Diageo is lowering the abv of its Smirnoff...

Pring: devil is in the detail

So far not so bad, Home Sec

By Andrew Pring

The Queen's speech revealed plans for a new restrictive code for pubs, but not the draconian crackdown we feared, says Andrew Pring.

Taste test

Taste test

THIS WEEK: Maguire's pear cider With summer almost upon us, we put one of the latest cider entries, by Halewood, to the test Darryl Danielli...

Power brands

Power brands

Across the board it's the big hitting names that win the votes, according to our reader surveys, says ROSIE DAVENPORT Smirnoff, which is undoubtedly...

Freehouse survey

Freehouse survey

When it comes to selecting which brands a pub stocks, the owners are overwhelmingly in control (79%) with just 8% of licensees delegating it to their...

Top 10 RTD brands

Top 10 RTD brands

2004 ranking* 2003 ranking* Smirnoff Ice 1 1 WKD 2 2 Bacardi Breezer 3 3 Reef 4 4 VK 5 5 Archers Aqua 6 6 Red Square 7 7 Vodka Mudshake 8 22 Chekov...

Beverage Brands

Beverage Brands

Who are they? Beverage Brands has been around since the birth of the RTD market, so it may surprise some that it is now over a decade old. Managing...

Vinnie substitute?

Vinnie substitute?

Bacardi-Martini has admitted it is considering other celebrities for its Bacardi rum adverts. Its Latin Quarter ads are currently fronted by...

Wonder offensive

Wonder offensive

Golden Wonder has announced a £3.5m relaunch of Golden Wonder Crisps in Scotland and Northern Ireland, in a bid to establish the brand as the top...