THE firm behind ready-to-drink brand VK has launched its Blue variant in a 500ml format.
Global Brands said ‘The Big Blue’ bottle size has been introduced in the on and off-trades in a bid to capitalise on the evolving drinking habits of RTD consumers, which include increased ‘dwell time’ and a trend towards longer drinks. The launch of the 500ml format will be backed by the ‘Mix Up Your VKend’ campaign, which includes social media activity and point of sale material, including branded fishbowls, pitchers and cocktail menus
“RTDs are facing more competition than ever when it comes to fridge space but the category is still in growth and worth £419 million to the on-trade,” said Global Brands’ marketing director Simon Green.
“The brands that are winning have evolved, adapted and innovated to find new ways of fulfilling today’s consumer’s needs.”
Image – VK Blue is available in a larger bottle size.