Firm mixes things up with launch of new canned cocktails range
SHS Drinks, the company behind WKD, has added a new range of canned cocktails to its array of RTDs, designed to help bar staff deliver cocktails quickly.
The WKD Mixed range comprises three flavours: Cheeky V, Passionista and Oh Schnapp.
Each variant has an ABV of 6% and is available in 250ml can format.
Cheeky V is port, blue WKD and lemonade flavoured, while Passionista is a blend of rum, passion fruit and lemonade flavours, and Oh Schnapp is a peach schnapps, berry and orange flavoured drink.
Said to be ideally suited to busy venues and peak trading times, the range is available to licensees in cases of 12 and will be supported by POS materials and a social media campaign.
SHS Drinks’ head of brand marketing for alcohol, Amanda Grabham, said: “WKD Mixed is the perfect pre-prepared cocktail range for 18 to 24 year olds.
“The concept is all about fusing together the fun aspects of WKD with the convenience of cans to create great-tasting cocktails.
“The approach was extremely well-received by consumers in research – they really got what we’re trying to do here.
“WKD Mixed is broadening the WKD brand offering; the range will bring in new users and help keep WKD in purchasers’ repertoires for longer.”
Additionally, SHS has augmented its bottled range with a new tropical variant ahead of summer.
WKD Mango Crush will be available to the on-trade in 275ml bottles, in either glass or plastic, and will be promoted with trade deals to encourage distribution as well as UK-wide sampling activity, promotions targeting students and activity at summer music festivals.