WKD X, the caffeine-containing sub-brand of the flavoured alcoholic drink range WKD, is expanding its range and introducing a new look.
The current WKD X range (7% ABV) of two variants (WKD X Blue and WKD X Gold) is being replaced by three trend-led flavours – Mango Passion, Dark Berry, and Blue Raspberry. The brand noted that evolving the WKD X offering reflects increasing RTD consumer preferences for “enticing fruit flavours”.
Meanwhile, the brand is introducing new designs for its 500ml cans to differentiate the three flavours and maximise shelf stand-out.
All three WKD X fruit flavours will be available in both standard formats and £2.99 price-marked pack (PMP) alternatives. Both the standard pack and PMP 500ml single cans will continue to be available in trade packs of 12 units.
Alison Gray, head of brand – WKD at SHS Drinks, commented: “Since its introduction, WKD X has attracted an overwhelming response from both the trade and consumers, and this next stage of development is all about helping customers further grow the enhanced RTD segment. The high energy/higher ABV segment is seeing massive growth – at a rate well in excess of the total RTD category – and we know that ‘newness’ is key to continuing to drive sales.”
The introduction of the new flavours and new-look cans will be supported from January by influencer and social media campaigns. In addition, WKD’s team of “student ambassadors” will bring activity to life on University campuses nationwide in the spring term through programmes of sampling, a presence at key university events, and the creation of localised social media content to drive engagement.
