WKD shots

WKD has a new range of liqueurs under the sub-brand Vibe.

Available in fully sleeved 500ml glass bottles, WKD Vibe will initially launch in five variants: clear liqueur versions in Blue Raspberry and Tropical flavours; along with creamy versions – Blue Raspberry, Piña Colada and Strawberry. The two clear variants will have an rrp of £10, while the three creamy flavours will have a higher £13 rrp. All variants contain 15% ABV.

The new sub-brand takes its inspiration from the variety of colourful and popular shots and shooters available in the on-trade. WKD Vibe liqueurs are said to taste great on their own but have been specifically developed to offer the ultimate in ‘layering’ versatility and can be used to create eye-catching, colourful drinks.

WKD brand owner SHS Drinks sees great synergy between the liqueur/shot and RTD categories and believes that WKD Vibe is a natural and logical extension to its market-leading RTD.

The launch of WKD Vibe will be supported from January 2024 by a £1m marketing package including 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; fun WKD Vibe party nights that will raise awareness in the on-trade and drive trial. SHS says the broad range of new shots 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 captures the unique ‘fun-with-good-friends’ feeling and presents it in a range of clear and creamy shots which look great and taste even better. The concept went down an absolute storm in research among our 18- to 30-year-old target audience.”