Lemon WKD

Source: SHS Drinks

It follows the launch of WKD Dark Fruit in January 2020

WKD is expanding its RTD range with a new Lemon flavour.

WKD Lemon (4% abv) marks the SHS Drinks-owned brand’s fourth new flavour in two years, with recent launches including Mango Crush, Pink and Dark Fruit.

The latest addition will launch into c-stores and independents later this week, with mults to follow (rsp: £2.99/700ml).

SHS Drinks head of marketing Nick White said the NPD would “bring an exciting citrus dimension to the range”, with Lemon being an “ever-popular drink flavour”.

“Lemon will add yet further zip and momentum”, he added, noting its appeal to the WKD core audience of 18 to 24-year-olds.

It comes as WKD brand volumes were up 150% in c-stores in the 12 weeks to 13 June 2020 [Nielsen], with grocery volumes up 84% in the same period compared to last year.

It follows the launch of WKD’s take on the dark fruits trend, which rolled out in January.