WKD takes fresh approach to cocktails in cans
WKD, Northern Ireland’s No.1 RTD1, is applying fresh new thinking to the ready-to-serve (RTS) category with the total reinvention of its range of cocktails in cans. Relaunching under the newly abbreviated name of WKD MIXD, three all-new flavours of 5% ABV pre-prepared cocktail are available from August.
Inspired by popular spirits and cocktail ingredients, and presented in stylish, fully redesigned 250ml slimline cans, WKD will be embedding its personality on the RTS category through a transformed range comprising:
- Raspberry, Rhubarb & Vodka flavour
- Apple, Elderflower & Gin flavour
- Peach, Passionfruit & Rum flavour
With a striking and colourful design, WKD MIXD will have a premium appearance and bring a sophisticated, grown-up presence to the RTS category. Cans will be available in both standard and £1.69 price-marked formats, and in 12 x 250ml shrink-wrapped trade cases.
New WKD MIXD cans will deliver a perfectly prepared cocktail every time. The cocktail-in-a-can approach offers consumers the ultimate in cocktail convenience: no requirement for individual ingredients, no wastage and easy to carry. Cans are lighter and quicker to chill than bottles and WKD MIXD cocktails are perfect for parties or big nights in, or for when friends gather for drinks before going out.
As a major relaunch initiative from brand owner SHS Drinks, WKD MIXD is being supported by significant marketing investment in 2020: using the creative theme ‘All MIXD up and ready to go’, a social media campaign will reach over five million consumers; a social influencer push will utilise a ‘Masters of MIXD-ology’ concept, taking a sideways glance at fancy cocktails; WKD will also be rewarding its legions of superfans with a range of exciting MIXD-branded giveaways online.
To create trial and generate rate-of-sale for stockists UK-wide: 30,000 cases of WKD bottle 10-packs will contain 50p off single-can purchase vouchers; new WKD MIXD will be cross-promoted on WKD bottle 4-packs; promotional activity with the cashback app CheckoutSmart will offer thousands of free cans to consumers through participating retailers.
Product innovation and trailblazing consumer marketing activities have supported the ongoing success of the WKD brand, ensuring that it remains fresh and relevant to its target market. The high-profile refocussing on WKD MIXD follows hot on the heels of hugely successful recent NPD launches – WKD Pink (July 2019), WKD Dark Fruit (January 2020), WKD Lemon (July 2020) – which have driven category growth.
With the total RTS can category growing annually at +19%2, and the overall WKD brand in Northern Ireland growing +39% in the last year1 and +78% in the most recent quarter3, SHS Drinks believes that there is huge potential for WKD MIXD to significantly build can sales for retailers in Northern Ireland.
“In the two years since its original introduction, the WKD range of pre-mixed cocktails has successfully recruited a unique, younger shopper to the RTS can category4,” says Nick White, head of marketing at SHS Drinks. “However, research insight has revealed that we can better leverage the WKD cocktail offering to deliver long-term growth for retailers. We know that consumers naturally transition from bottled RTDs to RTS cocktail cans – seeking higher ABV and a more mature taste – and we have evolved our range to better meet requirements.
“New WKD MIXD offers a range of grown-up flavours, each with a twist, in a convenient canned format and, at 5%, the range delivers the ABV level that consumers are seeking from RTS products. The enhanced cocktail offering showcases another great example of our category-leading approach: targeting incremental sales for Northern Ireland retailers through brand innovation,” concludes White.
