WKD taps into at-home cocktails with pre-mixed range

The WKD Cocktails range will roll-out from July and consists of two flavours – Blue Lagoon and Tropical Sunrise – in 700ml plain and £4.99 price-marked packs.

The price-marked pack format will be exclusive to independent stores.

The launch will be supported by in-depot and in-outlet activity, including display and bespoke activations, as well as social media and influencer activity.

The range will offer shoppers “convenient, fuss-free popular cocktails to an 18- to 24-year-old target market”.

The brand said the ready-to-drink category in the take-home impulse sector is currently growing at 53% annually and bottles are the fastest-growing format.

It said lockdown experiences have led to a 50% increase in the number of on-trade cocktail drinkers seeking mixed drinks or cocktails at home.

Alison Gray, head of brand at brand owner SHS Drinks, said: “Our new launches bring all the fun and enjoyment of cocktails from the bar into the home; we have done all the hard work, so consumers do not have to worry about equipment, recipes or ingredients to mix the perfect drink.

“We believe that WKD will recruit a different consumer profile to the existing ready-to-serve category and our new cocktails will encourage trading up and deliver increased value to independent retailers and convenience stores.

“Consumers love WKD and consumers love cocktails; to combine the two and bring a flavour of the on-trade to the take home market is a recipe for success for stockists.”

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