Fruity vodka drink VK is launching a new large format pack for the brands leading flavour, VK Blue.
The brand is capitalising on the strength of the VK Mixed pack, the biggest mixed pack in the total off-trade and casting a spotlight on Blue, the No.1 VK flavour in Impulse, by introducing the VK Blue Multipack to the UK off-trade.
Ahead of the launch to consumers, the new VK Blue Multipack has gained listings across convenience channels in the UK and Ireland. The launch will be shared through VK’s social channels and directly to subscribers’ inboxes with a giveaway.
Convenience chains and wholesalers listing the new product include Parfetts, AF Blakemore, Nisa, United Wholesale Grocers, United Wholesale Scotland, and Filshill.
Charlie Leaver, Head of Brand at Global Brands, commented: “VK Blue is the original flavour that kick started it all, the founding SKU of a flavoured-filled line-up that sees huge success in both the off-trade and on-trade. VK is the number one RTD for students eight years running, with strong awareness and retention across our target audience.
“We’re thrilled to deliver a new pack combining the success of the biggest mixed pack in the total off-trade, our VK Mixed Pack, with our leading flavour Blue – a sure-fire success for our customers, especially as consumers look to larger pack formats to deliver value.”
