RTD brand VK has announced a new addition to its portfolio, launching this November.
Inspired by the brand’s loyal student fanbase, VK Squashka has been born from the university cultural phenomenon which sees students mixing their own “Squashka” (or “Squadka”) as a pre-drinks ritual.
On student TikTok, videos around “squashka” often rack up thousands of likes, and with VK already being the number one RTD drink for students in the UK, the launch of VK Squashka is a natural addition to its core range.
The new VK Squashka offers extra convenience to students as the UK’s only enhanced RTD in a resealable Tetra Pak, combining a higher seven per cent ABV vodka and fruit juice.
Enhanced RTDs have become the second-largest segment within convenience, growing at 19 per cent, with 500ml formats now accounting for more than half the category sales.
VK Squashka is also its first non-carbonated offering, which delivers on the fresh and fruity flavours the brand is known for, while catering to new consumers who seek an alternative to fizzy drinks.
VK Squashka will be available in three nostalgic fruit flavours that VK customers know and love, including Apple & Blackcurrant, Orange & Pineapple and Cherries & Berries – a trending flavour profile amongst consumers, with cherry RTDs soaring by 225 per cent.
“VK Squashka brings something genuinely new to the market and a fresh solution that meets what our Gen Z drinkers are looking for right now,” said Holly Bolus, Senior Brand Manager at VK. “It’s got all the flavour our fans love us for, with a higher ABV and none of the fizz – plus it’s in a resealable and recyclable carton you can take anywhere.
VK’s student ambassador teams will visit university halls across the UK in January to coincide with the ‘refreshers’ period, with seven of VK’s own student societies bringing VK Squashka to campuses nationwide. Led by dedicated VK loyalists, the activity helps to build genuine student-to-student engagement.
VK Squashka will be available in three flavours, with an RRP of £3.49 per 500ml carton and is available within cash-and-carry depots across the UK now.