WKD is gearing up for its biggest year in over a decade, with SHS Drinks confirming a £10M+ investment programme for 2026 as the iconic RTD brand prepares a major relaunch.
The investment underpins a bold new direction for WKD, including a refreshed identity, a high-profile national marketing campaign, targeted digital growth, a targeted TV campaign, enhanced experiential activity and upgraded shopper marketing. All activity is designed to supercharge WKD’s relevance with the next generation and re-energise the RTD category at scale.
Strong momentum
WKD enters 2026 with impressive performance across channels:
- +12% total WKD volume in the latest 12 weeks
- +7% in Impulse, driven by exceptional growth of WKD X at +72%
- Blue WKD X has the highest ROS of all enhanced energy in the L12WE
- +15% in Multiples, with 2025 YTD +0.5%
- WKD Core +16% cumulative growth
This momentum creates a powerful springboard for WKD’s most ambitious programme in years.
2026 will see WKD unveil a refreshed identity and a series of high-impact campaigns that resonate with the next generation of RTD drinkers and reflect their cultural world. Activity will span digital, experiential, TV/VOD and in-store, celebrating WKD’s distinctive personality as it enters its fourth decade.
Farewell Love Island
In planning for 2026, SHS Drinks has chosen not to renew WKD’s previous sponsorship of Love Island. The brand’s focus is now on launching its own major national campaign to mark its 30th anniversary, supported by significant investment.
As part of this next phase, WKD has appointed Continuous as its strategic and creative partner to help shape the brand’s long-term campaign direction.
“WKD is gearing up for its biggest year yet. Turning 30 is a major moment for one of the UK’s most recognisable RTDs, and we’re investing more than £10M in 2026 to ensure the brand shows up bigger, bolder and more culturally connected than ever," said Scott Bell, Head of Marketing for SHS Drinks.
“The momentum behind WKD gives us the perfect platform to bring the brand’s personality back to the forefront. We have an exciting programme lined up for the year, with a refreshed identity and a campaign that speaks directly to the next generation.
“Continuous will support us creatively as we build this next chapter, but above all, 2026 is WKD’s year, and we can’t wait to reveal what’s coming.”
WKD will begin unveiling elements of its 2026 relaunch early next year, including its national marketing campaign and Gen Z-focused TV plan.