WKD is taking its first step into cans with a trio of pre-mix cocktails.
The three flavours, all 6% abv, are Cheeky V (port, WKD blue and lemonade), Passionista (rum, passion fruit and lemonade) and Oh Schnapp (peach schnapps, berry and orange). They have rolled into Tesco (rsp: £1.89/250ml).
WKD had “become synonymous in the on-trade with fun, multi-serve sharing cocktails”, said the brand, adding the NPD would “make WKD ready-to-serve cocktails available to a whole new audience in take home”.
“The concept is all about fusing together the fun aspects of WKD with the convenience of cans to create great-tasting cocktails,” said owner SHS Drinks’ head of brand marketing Amanda Grabham. “The approach was extremely well-received by consumers in research - they really got what we’re trying to do here. The range will bring in new users and help keep WKD in purchasers’ repertoires for longer.”
The launch will be backed by a push across social media featuring teaser trailers and consumer competitions, as well as PoS materials WKD said would “ensure fixture standout”.