BIG Night In baskets, particularly those filled by young adults, could be looking a bit different from next month.
RTD market leader in Scotland WKD is marking its 20th anniversary year with what the brand team calls not so much a relaunch, more a reinvention.
The new pack design will feature new 275ml and 700ml bottle shapes a new WKD marque and brightly coloured caps.
There will be four variants in the reinvented WKD range: the original WKD Blue and WKD Iron Brew; new WKD Berry and WKD Passion Fruit, which replaces WKD Blush. The firm says no fundamental changes have been made to the liquid in terms of flavour or ABV which remains at 4%, and there are no changes to the RRP.
Ahead of the announcement of the brand changes Debs Carter, marketing director – alcohol at SHS Drinks,which markets WKD, said: ”Our research shows almost half of WKD consumers meet up at least once a week with friends for a night in, with Fridays being the most popular evening.
“A key area for convenience retailers to consider is having plenty of chilled stock available and offering a variety of pack formats to suit the different occasions.
“Eight-packs are a popular format for larger parties; 700ml bottles are ideal for making RTD cocktails and tend to be favoured by consumers getting together and having a drink before they go out for the evening. And four-packs are ideal for one or two mates having a night in.”
