Debuting in Yates’s outlets this month before being rolled out across the trade, WKD Orange and WKD Green have the same 4% ABV as the other variants in the range and will be available in cases of 24 x 275ml bottles.
The launch will be backed by a social media campaign and point of sale material featuring straplines like ‘WKD a l’orange. How posh are we?’ and ‘The most greenest drink ever.’
Debs Carter, WKD marketing director at SHS Drinks, said the new variants are designed to broaden the appeal of the brand.
“The orange sector accounts for £30 million-worth of RTD sales a year and is showing year-on-year growth rates of 47%, while apple RTD sales are worth £18m a year and have grown by 71% in the past 12 months,” she said. “However, in keeping with the WKD brand style, WKD Orange and WKD Green will refer to the colour of the liquids rather than a specific fruit flavour.”
Image – The new variants have an ABV of 4%.