SHS Drinks is setting out to attract the new generation of RTD consumers with the launch of WKD Blush.
The new line – a 4% ABV, passionfruit-flavoured liquid – is being rolled out from mid-February and taps into what SHS Drinks says is the growing popularity of blush-style drinks in other categories such as wine, wine fusions and ciders.
The packaging has been designed to appear more feminine and sophisticated, giving WKD Blush a particular appeal amongst females, whilst not being rejected by male WKD drinkers during consumer research.
WKD Blush is being made available in PMP formats – 275ml, £4.99 PMP 4-packs and 700ml £2.99 PMP multi-serve bottles – both of which are exclusive to the wholesale/cash & carry/convenience store sectors. WKD Blush will only be available in multiple grocers in non-PMP 700ml bottles, making the 4-pack format exclusive to the convenience sector.
SHS Drinks says the new line is being introduced following extensive, in-depth research into the changing lifestyles of 2,000 18 to 24-year olds – the key consumers of RTDs – which explores attitudes and aspirations, drinks and drinking occasions, and has highlighted opportunities for growth and expansion of the RTD category which is currently worth £29.4 million in annual sales for Scotland’s retailers.
The new addition is being supported with a marketing mix of innovative digital activity.
Debs Carter, marketing director – alcohol at SHS Drinks, said: “Our new launch embraces innovation and trends, and will invigorate the RTD category by bringing a fresh new approach and attracting new RTD consumers. WKD Blush has been created to resonate with RTDs’ key 18 to 24-year-old consumers who have very different lifestyles, approaches, views and aspirations to their equivalent peer group 10 or 20 years ago.
“70% of 18/19-year-olds are still studying, and young people are living with their parents longer and need to assert their maturity and independence in other areas of their lives. They are motivated to be mature and want to be taken seriously, and in today’s 24/7 digital era when anything you do can be captured at any time, image is everything and they want to manage and be in control of that.
“But they still want to enjoy themselves, and they live in a genuinely gender inclusive society which has moved on from the gender-specific ‘new man’, ‘girl power’ and ‘lads’/’ladettes’ cultural trends of the 1980s and 1990s.
“As 18 to 24-year-olds are the primary consumers of RTDs, it’s essential that RTD brands engage with and are seen to be relevant to this particular age group’s lifestyles. We are responding to the changes highlighted by the research by giving these consumers greater choice and introducing new lines which are attuned to their tastes and the way they live their lives today. WKD Blush appeals to both males and females, it meets the demand for and popularity of blush-style drinks and it is presented in more sophisticated pack design.”
