WKD - the UK’s no.1 Read To Drink brand - is launching a new Raspberry Lemonade variant as part of their mission to bring fun new flavours to an innovation-loving audience.
The latest addition to SHS Drinks’ market-leading RTD range is price-marked at £2.99 in 700ml glass bottles, with the same 4.0% ABV as the brand’s existing flavours.
Targeted at the brand’s core 18 to 24-year-old audience and available immediately, the new flavour is being launched with trade deals to incentivise distribution, off-shelf display, POS kits, and a significant social media campaign reaching over one million consumers.
Raspberry Lemonade will also benefit from a brand-wide 2020 programme of WKD support activity.
This is WKD's fifth addition to the category-leading RTD range in two years, following the successful launches of Mango Crush (2018), Pink (2019), Dark Fruit (January 2020) and Lemon (July 2020).
Sales growth for WKD brand volumes in the impulse sector have increased 62% in the last 12 months, with WKD being the single biggest contributor to the overall growth of RTDs in impulse, adding £12.2 million to the category in a year.
“As a bright, fun flavour with a touch of nostalgia about it, WKD Raspberry Lemonade is bringing a new angle to our range,” said Ali Gray, head of alcohol marketing at SHS Drinks. “The importance of nostalgia has increased during these challenging times and we want to give consumers something to get a little bit excited about.
“Pink-coloured drinks continue to grow in popularity and there’s plenty of scope for additional pink flavours. WKD volumes are on an incredible upward curve and new Raspberry Lemonade will generate additional momentum and hold strong appeal for our target market.
Consumers are looking for variety and new flavours to enhance their drinking experiences and impactful Raspberry Lemonade will build incremental sales for stockists.".
