A new packaging design is being rolled out across all pack formats and variants of WKD from 500ml and 700ml bottles and cans to 275ml x 4-, 8-, 10- and 12-bottle multi-packs and carton outers.

The new-look for 2015 includes:

• an evolution of the WKD logo;

• new bottle graphics which prominently feature the word ‘original’ to emphasise;

the brand’s quality credentials and the role it plays in the RTD category;

• and visuals on 4-pack sleeves, multi-pack cartons, case outers and cans which depict a crowd scene conveying the high-energy consumption occasions consumers associate with WKD.

While refreshing the packaging design, brand owner SHS Drinks has also taken the opportunity to make the 6 x 700ml bottle cartons easier for stockists to open by enhancing the perforation line to improve the ‘tearability’ of the outer; and barcodes have been included on both bases and at least one side to facilitate scanning.

WKD’s new packaging will start to appear on shelves from this month, joining the new WKD Vegas Limited Edition which was launched in the New Year. New POS items will be available to cash & carries and independent c-store stockists via the free phone POS Hotline 0800 917 3450.

Debs Carter, marketing director – alcohol at SHS Drinks, said: “WKD remains by far and away the No. 1 RTD brand, selling two bottles every second in the UK. The new packaging design reinforces the premium positioning of WKD and also increases visibility and stand-out on-shelf and in the chiller. When we researched the new design consumers responded very positively to the fresh, contemporary look and the crowd scene image particularly resonated with WKD consumers.”

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