SHS Drinks launches innovative RTD WKD Vibe

The UK’s leading ready to drink (RTD) maker is to launch a range of innovative liqueurs under the name WKD Vibe.

The highly versatile collection of both clear and creamy 15 per cent ABV shots will expand the WKD brand footprint and reinvigorate the shots category. Available in premium, fully sleeved 500ml glass bottles, WKD Vibe will initially launch in five variants: clear liqueur versions in both Blue Raspberry and Tropical flavours, along with Blue Raspberry creamy liqueur, Piña Colada creamy liqueur, and Strawberry creamy liqueur.

The two clear variants will have a £10 RSP, while the three creamy flavours will have a higher £13 RSP.

The new WKD sub-brand takes its inspiration from the variety of colourful and popular shots and shooters available in the on-trade. WKD Vibe liqueurs taste great on their own but have been specifically developed to offer the ultimate in ‘layering’ versatility and can be used to create eye-catching, colourful drinks with a real talk-about factor. Vibe serves are highly Instagrammable and set to make their presence known on social media. WKD Vibe products layer perfectly with each other, with the range of WKD RTDs, and with popular spirits to form highly impactful and intriguing serves.

Debuting initially in take home in December and then rolling out across the on-trade in January, there are already confirmed plans to extend the initial range of five products to seven variants during 2024. As the No.1 RTD in the UK in both the take home and on-trade channels1, WKD is well positioned to expand successfully into the burgeoning shots arena.

WKD brand owner SHS Drinks sees great synergy between the liqueur/shot and RTD categories and believes that WKD Vibe is a natural and logical extension to its market-leading RTD. The comprehensive WKD Vibe range will help consumers replicate fun on-premise experiences in their own homes with a brand that they know and trust, and will offer layering serve and presentation versatility to bar staff through a parent brand that pub and club-goers already love and will instantly recognise.

The launch of WKD Vibe will be supported from January 2024 by a £1 million marketing package comprising: an extensive programme of activity with high-profile social media mixologists and Love Island influencers; interactive POS and in-store features under the ‘Find Your Vibe’ campaign theme; interactive packaging which will promote the versatility of the new products and detail innovative recipes and eye-catching serves; fun WKD Vibe party nights that will raise awareness in the on-trade and drive trial. The broad range of new shots will also benefit from the halo effect of significant 2024 support for the parent WKD brand.

Alison Gray, head of brand – WKD at SHS Drinks, says, “Shots generate excitement and fun on nights out: they’re colourful, quirky and quick, and bring a real sense of shared enjoyment to proceedings. WKD Vibe captures the unique ‘fun-with-good-friends’ feeling and presents it in a range of clear and creamy shots which look great and taste even better. The concept went down an absolute storm in research amongst our 18 to 30-year-old target audience.

“WKD Vibe liqueurs will offer consumers great tasting shots, with the added versatility to also create striking layered-serves to help replicate the on-trade experience at home. When it comes to branded shots, it’s all about the Vibe!”