WKD is strengthening its position in the Ready-To-Drink (RTD) category with the launch of a new WKD Cocktails range, designed to tap into growing at-home social occasions.
WKD’s latest innovation comes at a pivotal moment for the brand, as it returns to growth with strong recent performance. In the latest four weeks, WKD has delivered +3.1 per cent value growth and +24 per cent volume growth, creating a clear platform for the next phase of investment. Backed by a £10m+ programme throughout 2026 and a major above-the-line campaign that has just launched, WKD is gearing up for its biggest year in over a decade, with a renewed focus on driving visibility, relevance and recruitment into the category.
The launch of WKD Cocktails is a clear expression of that strategy in action. Designed to tap into growing demand for higher ABV, cocktail-style serves, the range delivers a more premium, “night-out” experience for at-home occasions. At 6.5 per cent ABV, it responds directly to evolving consumer behaviour, offering a more elevated RTD option while staying true to WKD’s bold, flavour-led DNA.
The new range features three flavours: Cheeky V, Venom and Blue Lagoon, developed to meet demand for high-tempo, great-tasting drinks that deliver strong value for money.
The launch responds to a clear shift in consumer behaviour, with at-home pre-drinking occasions continuing to rise, driven by affordability and social convenience. Two-thirds of pre-drinking occasions now take place at home, creating a significant opportunity for brands that can recreate the energy of a night out in the off-trade. Pre-drinking before events is up eight per cent year-on-year, while interest in experimenting with new flavours has risen by four per cent.
Cocktails remain the number one spirits-based choice for high-tempo occasions in the on trade, with growing demand for recognisable, cocktail-led serves that mirror these serve experiences at home. This is particularly evident among Gen Z consumers, who are increasingly opting for fewer, better-tasting drinks while still seeking energy, excitement and new flavour experiences.
Originally made famous in the on-trade, WKD Cocktails were created by bartenders and continue to feature on menus across the UK, reflecting the growing popularity of cocktail-sharing formats like pitchers, which are up five per cent year-on-year. The new range brings these familiar, high-tempo serves into the off-trade, delivering a premiumised RTD offer with strong consumer appeal.
“WKD Cocktails are all about bringing big night-out energy into at-home drinking occasions. Made famous in the on-trade and created by bartenders, classic serves like Cheeky V, Venom and Blue Lagoon are instantly recognisable and signal a good time,” said Scott Bell, Marketing Director at SHS Drinks.
“With a higher 6.5 per cent ABV and bold flavours that have no duplicates in the market, WKD Cocktails deliver quality, great taste and strong value, helping retailers drive incremental growth in the RTD category.”
WKD Cocktails available in: 330ml cans, ABV: 6.5%, RRP: £3.10