Beverage Brands is throwing its WKD ready-to-drink brand into the party arena with a giant new format for at-home drinking.
The company is stealing a lead from brewing giant Interbrew to bring out a five-litre Party Pack keg of WKD Original Vodka Blue in time for the festive season.
Interbrew first put market-leading lager Stella Artois into the format last year and rolled it out nationally earlier this summer following a successful trial with Tesco.
Like Interbrew’s offering, the WKD Party Pack will fit in most standard domestic
refrigerators.Retailing at £18.49 and containing the equivalent of more than 18x275ml bottles, it has a shelf life of 12 months and will be launched in Tesco, Sainsbury, Asda and Safeway next month.
The company said that although there was no specific marketing activity planned to support the new format, which is available until Christmas, it would be benefiting from a £2.5m festive spend for the WKD brand.
Karen Salters, marketing manager at Beverage Brands, said: “We are already seeing a general trend of customers trading up to larger pack sizes throughout the year.
“The Party Pack aims not only to capture a slice of this larger pack market but also to develop incremental sales.”
Simon Mowbray