VK, the biggest RTD brand in the on-trade, is entering the alcohol-free market with the launch of VK Blue 0.0%.
The brand stated that it was launching the new line in response to shifting market dynamics and consumer behaviours, which have seen low and no-alcohol products become the fastest-growing category in the on-trade sector in the last year.
VK commissioned research found that nearly half (49%) of students now consume less alcohol compared to the previous year, with 32% intending to further reduce their intake in the coming months.
VK noted that the Zero variant maintains the brand’s signature fruity flavour profile, but with 0% alcohol content. Unlike other competing brands in the category, VK Blue 0.0% offers an added caffeine boost (32mg per 100ml, similar to standard energy drinks).
A spokesperson for VK said: “We are proud to introduce our very first VK Zero available in our ‘OG’ Blue flavour. Our loyal VK fans are at the heart of everything we do, so recognising the changing drinking culture among 18-24s and supporting these choices through product innovation is incredibly important to us.
“The insights highlight a clear opportunity for on and off-trade stockists to support consumers’ changing needs and tastes, while providing greater choice when it comes to high-quality, fun, alcohol-free options.
“VK’s mission is to bring people together to share unforgettable experiences. With Blue being our best-performing flavour, the decision to launch it in 0.0% format was an easy one and we’ve already received strong interest from a number of customers.”
