WKD MIXED: new cocktails in cans from the UK's no.1 RTD
WKD is launching an exciting range of cocktails in cans to provide licensees with a convenient and speedy way to serve quality cocktails. Under the name WKD MIXED, the 6% ABV pre-mixed cocktails from the UK’s No.1 traditional RTD1 are available in three flavours and packaged in stylish 250ml cans.
The three new WKD MIXED cocktails are:
CHEEKY V: port, Blue & lemonade flavour
PASSIONISTA: rum, Passion Fruit & lemonade flavour
OH SCHNAPP: peach schnapps, Berry & orange flavour
WKD MIXED delivers perfectly prepared cocktails every time. The cocktail-in-a-can approach affords bar staff the ultimate in cocktail speed of serve: no need for individual ingredients, no wastage and easy to pour. WKD MIXED cocktails are ideally suited to busy venues or events or peak trading periods; they allow staff to focus on serving rather than on preparation.
All three cocktails are available to licensees in 12 x 250ml shrink-wrapped cases. WKD MIXED will be supported by striking point-of-sale materials to build in-outlet awareness and a huge social media campaign involving intriguing teasers and consumer competitions. The launch will be communicated using the creative theme ‘Pick a MIXED’ which is all about making choosing a drink exciting.
Over the years the WKD brand has become synonymous in the on-trade with fun, multi-serve sharing cocktails; the new single-serve range from the undisputed RTD category-leader1 will make WKD cocktails available in ready-to-serve (RTS) cans for the first time.
Owned by SHS Drinks, product innovation and trailblazing marketing activities have supported the ongoing success of the £100 million WKD brand1, ensuring that it remains fresh and relevant to young adults. WKD has reigned as the UK’s top-selling traditional RTD for over a decade1. WKD is held in high regard by consumers: it is the No.1 RTD on taste, satisfaction and cool branding2 and is also the No.1 RTD choice amongst students3. WKD has strong foundations from which to launch canned cocktails.
“WKD MIXED is the perfect pre-prepared cocktail range for 18 to 24 year-olds,” says Amanda Grabham, Head of Brand Marketing – Alcohol at SHS Drinks. “The concept is all about fusing together the fun aspects of WKD with the convenience of cans to create great-tasting cocktails. The approach was extremely well received by consumers in research4 – they really got what we’re trying to do here. WKD MIXED is broadening the WKD brand offering; the range will bring in new users and help keep WKD in purchasers’ repertoires for longer.
“WKD MIXED cans make it possible for on-trade outlets that might not otherwise have the capability (be that in terms of appropriately trained staff or sufficient preparation space or just the sheer volume of customers to serve at peak times) to sell good quality cocktails. WKD MIXED is another great example of our category-leading approach: we’re delivering incremental sales for licensees through brand innovation,” concludes Grabham.
1Source: Total RTD category combined value (£): CGA On-trade MAT to 30.12.17 and Nielsen Scantrack Take Home (GB + NI) MAT to 21.04.18 2Source: Morning Advertiser Top 100 Brands research 3Source: GB TGI Q2 2017 Kantar Media UK Limited 4Source: Wirral Sensory Services, November 2017: 70% propensity to purchase