RTD brand WKD is primed to accelerate category growth and drive incremental value for retailers in both the on-trade, take-home and internationally.
SHS Drinks is marking WKD’s 30th year by returning to the brand’s cultural roots — reigniting what made it famous and re-energising it for a new generation.
For 30 years, we’ve not been taking ourselves too seriously – at least we’re consistent. Backed by over £10m of investment across 2026, “Got a WKD Side?” will reignite the brand’s iconic personality while driving relevance with 18-24s and injecting fresh energy into the RTD category. The campaign is designed to reach 90 per cent of 18- to 24-year-olds and will span all consumer touch points including out of home & video on demand advertising, digital, experiential and shopper marketing, with a clear ambition: to make WKD the social spark for a new generation, without losing the spirit that built its cult following.
Rooted in extensive consumer insight, the campaign taps into a clear shift in Gen Z attitudes. Kantar research shows that “fun” ranks as the third most important value for 18–24s, compared with seventeenth for the general population. Today’s consumers want brands that feel real, unfiltered and self‑aware, with humour rooted in everyday moments. WKD has always played in this space, and it’s ready to own it again for a new generation.
“Got a WKD Side?” leans into what has always set it apart: a brand with real personality. The campaign places the brand front and centre while reflecting a simple truth: Polished perfection is a turn-off and refreshing honesty earns attention. WKD Side is the natural expression of that insight, an attitude rather than a throwback, capturing the reality that everyone has their own way of having fun. The Got a WKD Side? campaign will be delivered across the year targeting the moments that are most important to 18 to 24 year old consumers.
Off-Trade Execution
In take-home, WKD continues to drive value for both category and customers via standout shipper activations in the major multiples, bold depot takeovers in cash & carry, and high-impact POS for convenience, building on +3.4 per cent (52W) and +14.3 per cent volume growth (12W), while accelerating the momentum behind WKD X, volume now up +67.4 per cent (52W) and +67.3 per cent (12W). The campaign is designed to drive frequency among existing RTD shoppers while recruiting new Gen Z drinkers into the category, creating a clear opportunity for retailers to grow value through increased rate of sale, stronger seasonal peaks, and higher basket spend.
“WKD has always been about fun with attitude, and that matters more than ever today,” said Scott Bell, Head of Marketing, SHS Drinks. “‘Got a WKD Side?’ is built on insight and designed for how consumers actually socialise today - real moments shared with mates. We’re investing at scale because we believe WKD can bring fresh energy to the RTD category, recruit the next generation of drinkers, and keep delivering for our customers across both on-trade and take-home.’’
SHS Drinks will be kicking off the campaign at Northern Restaurant & Bar 2026 in Manchester on 10 and 11 March.