WKD is undergoing a reinvention which will see the introduction of a new pack design across the WKD range and the unveiling of a new ‘WKD for the Now’ communications programme to spread the word via a network of social and more traditional media platforms.
The changes coincide with the 20th anniversary of the RTD brand’s launch in 1996 and are set to re-tune WKD so that it is fully engaged and resonates with the lifestyle of today’s 18 to 24-year-old consumers.
WKD’s brand owner, SHS Drinks, estimates that attracting one million new drinkers from this demographic could, over the next three years, generate an incremental £65m in sales for the RTD category across the total take home and on-trade trading channels, with the take home sector benefiting from £38m of that incremental revenue.
There will be four variants in the reinvented WKD range: the original WKD Blue and WKD Iron Brew; new WKD Berry and WKD Passion Fruit (the latter being the re-named WKD Blush) giving them both specific flavour descriptors.
All four WKD variants will be available in the cash & carry/convenience/independent retail sectors in the new 700ml bottles and 275ml 4-packs. New imagery will be introduced for the 4-packs and all outer cases and the new-look WKD packs will start to roll-out from early October.
Jo Sykes who has spearheaded the WKD transformation project team over the past year, said: “This isn’t a re-launch, it’s a reinvention of the WKD brand which has championed the development of the RTD category over the last two decades. WKD is a great brand with a great track record, and it has a number of core product qualities – the right taste, the right level of alcohol, and it provides an energising lift – all of which have strong appeal for today’s 18 to 24-year-old consumers, but as a brand proposition it needs to be made more relevant to this new generation of consumers.”