Source: WKD

Each can contains 30mg of caffeine per 100ml 

WKD is to launch a range of energy drink-inspired RTDs called WKD X.

It has unveiled a duo of flavours – WKD X Blue and WKD X Gold – both of which contain caffeine, guarana and taurine and ring in at 7% abv (rsp: £3.39/500ml). 

The drinks, which are set to roll out in May, would be “perfectly placed to bring a nationally recognised brand to the fledgling enhanced RTD category”, said WKD. 

Each can contains 30mg of caffeine per 100ml – or 150mg per can. A 250ml can of Red Bull, by comparison, contains 80mg of caffeine, while a 500ml can of Monster Energy contains 160mg.

Generation Z shoppers had “grown up with energy drinks and know they are a convenient way to get their caffeine fix”, said WKD, adding the launch would “draw on the soft drinks category’s success and present a credible and nationally supported alcoholic version to a receptive 18 to 24-year-old target market”. 

The launch would be backed by a “high-profile communications campaign” including social media, influencer activity and consumer PR, the brand said. 

”Consumers are already well versed in mixing alcoholic drinks with energy drinks – what WKD X delivers is the convenience of a pre-mixed format from a respected brand that consumers know and love,” said WKD head of brand Alison Gray.

News of the launch comes on the back of a solid year for the brand in the mults. 2021 saw its core Blue flavour grow by 3% to £44.1m [NielsenIQ 52 w/e 11 September 2021].