Drinks manufacturer Global Brands has announced the launch of new low-calorie variants for its VK alcopop range, tapping into the growing demand for healthier options.
VK & Soda Lime and VK & Soda Berries will be launched into venues stocking VK, including NUS venues, as well as into wholesalers for the on-trade.
The two new fruity flavours contain fewer calories than the primary VK range and zero sugar.
The varieties are based on two of the UK’s favourite drinks – ‘Blue’, the UK’s best-selling RTD flavour in alcopops, and vodka, lime, and soda, the classic ‘& soda’ bar call. Each VK & Soda contains 56 calories with ABV of 3.4%.
The launch comes as CGA data reveals 84% of Gen Z consumers are looking for healthier options on menus when drinking out, and more consumers are looking for zero sugar and lower calorie drinks.
However, hard seltzers, the go-to lower calorie beverage in the US, have fallen flat in the UK. Sales of hard seltzers in the UK lag behind the expanding global market, which hit $16.36bn in 2022, despite clear demand for zero sugar, lower calorie options from UK consumers – with lack of flavour said to be a key barrier.
While many hard seltzer brands opt for a fermented sugar base, VK & SODA uses a real vodka base for a cleaner taste that consumers expect from vodka drinks.
Charlie Leaver, head of brand at Global Brands, said: “VK & SODA is the pre-mixed drink delivering full flavour and a zesty, crisp taste, with 56 calories and zero sugar. Consumers can have the party vibes and fruitiness that come with a VK, with fewer calories than our iconic, No.1 drink for students.
“We’re absolutely thrilled to release this true innovation for the category – a product enticing the rapidly growing segment of health-conscious consumers, with the full flavour and taste that VK delivers.
“With Gen Z consumers looking for zero sugar and lower calorie options, ensuring that your premises provides this choice is vital to cross-selling existing customers and attracting a new segment to the growing RTD market.”
The consumer launch has kicked off with the VK Refreshers Tour across 16 Universities, with each date giving students the chance to be amongst the first to try VK & SODA.
