The brand also celebrates this huge milestone as the fastest growing RTD within the off-trade.
Newly released CGA data confirms a fundamental shift for the Traditional RTD category. Through consistent growth over the last 18 months VK is now the biggest traditional RTD in the UK on-trade in terms of volume.
VK is leading the RTD category into long term positive growth with performance currently at +7.9%.** It is clear from the data-set that the category picture has changed and VK is now the brand to watch.
Global Brands is the biggest supplier of RTDs to the UK on-trade, and continues to grow its position through innovation, investing in key activity and ensuring each and every customer is supported.
Steve Perez, Chairman of Global Brands states: “It’s great to see VK in the No1 spot, VK has been around for almost 20 years. It’s always been a popular choice amongst Students and best seller for the past 3 years, this latest CGA data confirms what we have been seeing in bars and clubs up and down the country. Thanks to some amazing marketing initiatives, by the team here at Global Brands with Pride and #DOUVK we have seen fantastic sales growth, which just continues.” .
Abi McCabe, VK Brand Manager adds: ‘VKs new position of No.1 is fantastic news, it shows that through supporting our customers and following the simple mission of ‘becoming the RTD that inspires the next generation to interact, share and celebrate experiences’, is really paying off. VK will continue to remain in growth with some very exciting brand campaigns on the horizon- watch this space!’ VK’s monumental growth and No.1 position within the RTD category sets it up to be one of the leading alcoholic drinks suppliers in the on-trade.
*NUS Student Drinks Tracker 2016, 15, 14 **CGA, P04, 2017