Beverage Brands, owner of WKD, is launching a new low-calorie RTD brand aimed at women who have fallen out of love with the ailing category.

The Caledonian Cooler range, which will be supported by £1m marketing activity, is a 4% abv mix of vodka, spring water and fruit flavours and has just seven calories per bottle.

It will initially come in two flavours - Orchard Apple and Arctic Strawberry - and will hit the shelves later this month.

"The RTD market is changing and there has been much consolidation in the category during the past year," said Beverage Brands' NPD Manager Richard Coles. "There has been a clear out of brands so there is now room for some innovation on shelf. We have proved with WKD that if you get the offer right you can be successful in the category."

The new brand will be supported by marketing activity that includes sampling and a print ad campaign in women's weekly magazines. "The strapline for the new brand is 'It's A Girl Thing'," said Debs Carter, brand controller at the company. "It is a beverage to drink with friends at lunch or after work. It is about bringing the category to new drinking occasions and innovating so original RTD drinkers who are now older can still find relevance in the category," she added.

Caledonian Cooler will be available in Booker and Asda stores, with an rsp of £4.49 for a 4x275ml pack, before being rolled out.

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