The UK’s number one student drink adds another PET flavour to its ever-growing portfolio
VK, the number one RTD in the UK on-trade in terms of volume, is answering late night venues’ prayers by launching yet another flavour in PET bottles. Adding a sixth flavour, Strawberry & Lime, to its ever-popular plastic bottle range, the brand is continuing its dominance of student venues with one of the most popular fruity flavours on the market.
Adding yet another flavour to the PET range to meet increasing demand for fruit-flavoured RTDs, the latest addition will offer venues more choice than the traditional ‘Blue’ flavour. Sitting vibrantly alongside zesty PET Apple & Mango and fresh Tropical Fruits, it will provide innovation-hungry consumers with more options.
Speaking about the development, Abigail McCabe, VK Brand Manager, said, “Following on from more clubs and pubs banning glass in their establishments, our aim is to make it easy for managers and bar staff to serve drinks quickly. And our PET bottles do just that; they remove the time and expense of plastic cups, speed up transactions, and of course make it easy for consumers to carry the bottles around venues – while keeping them safe.
“Dual and fruit flavour drinks have become one of the most in-demand in recent years, with drinkers of both RTS and RTDs looking for an alternative to the traditional and singular flavour drinks. The Strawberry & Lime flavour delivers a unique combination for those looking for a fun alternative to standard RTD drinks, thanks to its unique blend.”
Following on from the hugely successful #Rewarded social media campaign, the brand is going from strength to strength. VK has been rated as one of the favourite brands by the 2017 NUS drinks tracker survey, sitting comfortably above many household names. Aimed at those aged 18-24, it is now the biggest traditional RTD in the UK on-trade in terms of volume, and as a result, is leading the RTD category into positive performance growth, currently standing at +7.9%.
Launched in 2014, Strawberry & Lime has rapidly become one of the most sought-after flavours, and although less popular by volume than the much-loved VK Blue, this fruit flavour packs a mighty punch for those looking for a refreshing hit of succulent strawberries and the sharp taste of lime.
Strawberry & Lime PET 275ml x 24 is now available to order, and has already created a buzz with pre-orders ready for fresher’s events. The bottles will also be found in student unions from September.
For more information about VK and to browse their colourful range of drinks, visit the website:
 CGA MAT P04, 2017
 CGA MAT P04, 2017
 NUS Student Drinks Tracker 2016, 15, 14
 CGA, MAT P04, 2017