Iconic RTD brand VK is expanding its presence in the convenience market with a new SPAR listing for its enhanced RTD offering VK Vodbox.
Launching across 164 stores nationwide from 23rd November, the listing will include all three of the brand's SKUs, Apple & Blackcurrant, Cherries & Berries, and Orange & Pineapple, in a 500ml resealable carton format.
The listing comes as demand for enhanced RTDs continues to accelerate, with the category now worth £62 million, having grown 24% in value and 20% in volume over the past year. The figures highlight a growing opportunity for convenience retailers to capitalise on consumer appetite for flavour-led RTDs that offer an alternative to traditional formats.
Building on VK's position as the UK's number one student RTD brand, VK Vodbox was developed in response to the established student pre-drinking ritual of mixing vodka with fruit juice. The product brings this familiar drinking occasion into a ready-to-drink format, combining bold fruit flavours with a higher 7% ABV and a still, fizz-free format.
The SPAR listing also reflects the growing importance of at-home and pre-night-out drinking occasions, as consumers increasingly look to manage their spending on nights out while continuing to prioritise flavour and convenience.
Lauren Edwards, brand manager at VK, said: "Securing a listing with SPAR marks an exciting step in expanding VK Vodbox's presence across the UK convenience channel, making the range more accessible to our consumers.
"With the enhanced RTD category continuing to deliver strong growth, there's a clear opportunity for retailers to diversify their offering with products that respond to evolving drinking occasions. VK Vodbox brings something genuinely different, combining the bold flavours VK is known for with a distinctive format that delivers on convenience and consumer demand."
VK Vodbox will be available in 164 SPAR stores from 23rd November, with an RRP of £3.75 per 500ml carton, also available on two for £7.