WKD unveils ‘Dark Fruit’ variant, with an exclusive format for indies

SHS Drinks has announced the launch of a new Dark Fruit variant to its WKD range.

Available in early spring, WKD Dark Fruit will be a permanent addition to the range, delivering the power of ‘dark fruit’ concept to RTD audience.

WKD Dark Fruit will be aligned to existing brand variants in terms of ABV, retail pricing, and bottle sizes, i.e. 4% ABV, 275ml and 700ml.

The new flavour will also appear in a 4x275ml format and in £2.99 price-marked 700ml, exclusively for independents.

“WKD Dark Fruit this year – as WKD Pink did last – will deliver reappraisal of the whole brand and have a hugely positive halo effect on all WKD variants,” said Nick White, head of alcohol brand marketing at SHS Drinks. “With both variants, we’ve taken hugely popular themes and applied a clever WKD twist.”

Despite only being launched in July, WKD Pink generated £2.3 million of sales to year end, becoming the RTD category’s most successful NPD of 2019. The past year has been hugely successful for WKD, with brand volumes in the convenience sector growing over 18 percent.

The new variant will be supported by a comprehensive, brand-wide package comprising in-outlet media, prominent off-shelf display, POS kits, social media engagement and digital advertising.

“The launch of Dark Fruit will ensure that WKD remains fresh and relevant to its core 18-24 year-old target market and continues to generate strong sales growth for both convenience retailers and wholesale/cash and carry depots. This innovative flavour RTD will deliver something genuinely new and truly exciting for the entire category,” White concluded.