Seeing Pink – WKD launches new raspberry flavour
Continuing with its mission to bring fun new flavours to an innovation-loving audience, WKD – Northern Ireland’s no.1 RTD1 – is launching an eye-catching Raspberry Lemonade variant.
New WKD Raspberry Lemonade is a bright, refreshing addition to SHS Drinks’ market-leading RTD range. With the new product offered solely in £2.99 price-marked 700ml glass bottles, the flavour will appeal exclusively to independents.
Deep pink liquid
The deep pink liquid, combined with contrasting, dark label graphics, will give WKD Raspberry Lemonade excellent shelf stand-out. The new flavour delivers a reassuring hint of nostalgia, an appealing trait for consumers during uncertain times. With the same 4.0% ABV as the brand’s existing flavours, the new variant is the latest in the successful pipeline of incremental volume-generating NPD launches from owner SHS Drinks.
Targeted at the brand’s core 18 to 24-year-old audience and available immediately, the fun new flavour is being launched with trade deals to incentivise distribution, off-shelf display, POS kits, and a significant social media campaign reaching over one million consumers. Raspberry Lemonade will also benefit from a brand-wide 2020 programme of WKD support activity.
The new flavour is the fifth notable addition to the category-leading RTD range in two years, following the hugely successful launches of WKD Mango Crush (2018), WKD Pink (2019), WKD Dark Fruit (January 2020) and WKD Lemon (July 2020).
The striking new pink variant will build on a hugely successful period of growth for WKD: sales in Northern Ireland have increased 40% in the last 12 months2 and, at a total UK level, WKD is the single biggest contributor to the overall growth of RTDs in impulse, adding £12.2m to the category in a year3.
“As a bright, fun flavour with a touch of nostalgia about it, WKD Raspberry Lemonade is bringing a new angle to our range,” says Alison Gray, head of alcohol marketing at SHS Drinks. “The importance of nostalgia has increased during these challenging times and we want to give consumers something to get a little bit excited about.
“Pink-coloured drinks continue to grow in popularity and there’s plenty of scope for additional pink flavours. WKD volumes are on an incredible upward curve in Northern Ireland1 and new Raspberry Lemonade will generate additional momentum and hold strong appeal for our target market. Consumers are looking for variety and new flavours to enhance their drinking experiences and impactful Raspberry Lemonade will build incremental sales for stockists,” concludes Gray.
1Source: Nielsen NI take home RTD category volume (L) MAT to 05.09.20
2Source: Nielsen NI take home RTD category value (£) MAT to 05.09.20
3Source: Nielsen GB Impulse RTD category value (£) MAT 05.09.20 vs 07.09.19