WKD is adding a tropical new flavour to its range with the launch of WKD Mango Crush.

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 huge social media campaign. WKD Mango Crush will also be a key part of the brand’s programme of activity at summer festivals.

The new flavour will feature in two WKD multipack formats: a dual-flavour price-marked four-pack and a multi-flavour variety 10-pack.

The four-pack contains 2x275ml bottles of WKD Mango Crush and 2x275ml bottles of WKD Berry and carries a £4.99 RRP price-mark.

As well as 2x275ml bottles of Mango Crush, the new variety 10-pack also contains two bottles each of WKD Blue and WKD Berry, and two bottles each of 95 calorie-per-bottle NKD Lemon & Lime and NKD Blueberry & Elderflower.

“Mango is a highly relevant flavour among 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 the owner of the WKD brand, 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 independents.”