Ready-to-drink brand WKD has launched a range of liqueurs named WKD Vibe.
Available in fully sleeved 500ml glass bottles, WKD Vibe (ABV 15%) initially rolls out in five variants: two clear liqueurs – Blue Raspberry and Tropical – along with three creamy flavours, Piña Colada, Strawberry, and Blue Raspberry again. The two clear variants have a £10 RSP, while the creamy ones RSP at £13.
The new sub-brand takes inspiration from the variety of shots and shooters available in the on-trade. The liqueurs have been specifically developed for use in Instagrammable ‘layered’ drinks.
Brand owner SHS Drinks says that the products “layer perfectly with each other, with the range of WKD RTDs, and with popular spirits to form highly impactful and intriguing serves”.
A further two variants will be added to the range during 2024.
The launch will be supported from January 2024 by a £1m marketing package that includes an extensive programme of activity with high-profile social media mixologists and Love Island influencers; interactive POS and in-store features under the ‘Find Your Vibe’ campaign theme; interactive packaging which will promote the versatility of the new products and detail recipes and serves; and WKD Vibe party nights. The range will also benefit from the halo effect of significant 2024 support for the parent WKD brand.
Alison Gray, Head of Brand – WKD at SHS Drinks, said: “WKD Vibe liqueurs will offer consumers great-tasting shots, with the added versatility to also create striking layered-serves to help replicate the on-trade experience at home.
“The concept went down an absolute storm in research amongst our 18 to 30-year-old target audience.”
