WKD is breaking into the cider market in the brand’s first move into non-spirit products since 1996.
WKD Core is a 4.5% ABV apple cider, packaged in 500ml green bottles featuring the familiar WKD logo. It will be rolled out to the trade from early May.
The cider is aimed at longstanding fans of the brand, as well as new recruits that will appreciate the personality of WKD but don’t consume ready-to-drink products, according to Beverage Brands marketing director Debs Carter.
“We see this as a huge opportunity to broaden the appeal of the WKD brand and at the same time bring a new edge to the cider category, which is continuing to flourish,” she said. “We believe there is still room for expansion by taking a different approach, as research has shown that there is demand amongst cider consumers for a sweeter, lighter cider drink with a more modern image.”
A marketing campaign including TV advertising, online activity and sampling will accompany the launch.