RTDs are becoming increasingly popular with young adults and are now worth £225m in the off-trade, says Global Brands.
The company owns a full portfolio of RTDs, including VK, which it says is the number one student choice three years running.
Senior brand manager Christian Sarginson said: “Operators can maximise sales in the category by staying on top of trends and stocking a range of products and flavours with a point of difference, to appeal to young adults and students.
“VK in the off trade is growing at 34% and its mixed flavour range appeal to consumers’ evolving palettes. Fruitier flavours are becoming increasingly popular and VK is the first and only traditional RTD to tap into these trends with its range of seven great-tasting flavours.”
In 2016, VK launched a new identity with a 10x275ml mixed pack that took inspiration from the LED lights of a nightclub.
The pack has a new flavour split to reflect consumer demand, with two Blue, Tropical Fruit, Orange and Passion Fruit and Black Cherry alongside one Apple and one Strawberry and Lime.
