WKD is adding a tropical new flavour to its range, with the launch of a Mango Crush flavour.
Available in 275ml glass bottles and with the same 4.0% ABV as existing WKD flavours, the new variant is being launched with a range of trade deals to incentivise distribution, a programme of telesales drives, nationwide consumer sampling activity, student-specific promotional support, and a considerable social media campaign. Mango Crush will also be a key part of the brand’s programme of activity at summer festivals.
The new offering will feature in two WKD multipack formats: a dual-flavour price-marked 4-pack and a multi-flavour variety 10-pack.
The 4-pack contains 2 x 275ml bottles of Mango Crush and 2 x 275ml bottles of Berry and carries a £4.99 price-mark. This dual-flavour approach is thought to be a first for the RTD category.
As well as 2 x 275ml bottles of Mango Crush, the new 10-pack also contains two bottles each of Blue and Berry, and two bottles each of 95 calorie-per-bottle NKD Lemon & Lime and NKD Blueberry & Elderflower.
“Mango is a highly relevant flavour amongst our target audience and our fruity new addition will bring a tropical new angle to the WKD range,” said Amanda Grabham, Head of Brand Marketing – Alcohol at brand owner SHS Drinks. “WKD Mango Crush was strongly endorsed by consumers in research and we believe that the variant has significant volume potential and will drive incremental sales for stockists.
“WKD has more RTD shoppers than any other RTD brand and our exciting new multipack formats are a great way to offer them additional choice and variety. The new SKUs are yet another example of our category-leading approach: demonstrating our desire to drive innovation, build the WKD brand, and grow sales for retailers in Scotland.”
