Lighting up the on-trade

VK aims to deliver ‘electrifying’ experiences for freshers

A watermelon variant is set to join the existing VK range in November

THE firm behind RTD brand VK is set to light up freshers’ nights out with the launch of the VK Electric Tour.

Taking place this month and October in student unions, Deltic venues and O2 Academies, the 62 club nights will aim to immerse students in “a bright, bold and colourful experience like no other”, with the use of props including kaleidoscope confetti cannons, giant VK bottles, LED foamsticks, branded thunder bolts and inflatables.

Speaking about the Electric Tour, Jen Draper, head of marketing at VK parent firm Global Brands, said: “We know that our student fans love VK nights, and it’s a brand that has become synonymous with the university experience.

“We wanted to do something completely different to last year, while maintaining the VK brand identity and ethos that has helped make us the number one RTD for students.”

The Electric Tour is being supported by a complementary off-trade gift in-pack; special edition VK Electric mixed packs will contain a power bank for charging mobile phones.