VK introduces a brand-first with new crystal clear drink
READY-TO-DRINK (RTD) brand VK is set to bring a fresh and zesty flavour to the category this summer with its new Lemon & Lime variant.
Inspired by consumer demand, the new flavour blends a zesty citrus taste with the brand’s vodka spirit to deliver a fresh and crystal-clear liquid ideal for party opportunities this summer.
A standout favourite option from VK’s We Are Flavour campaign – where consumers pitched flavour ideas to the brand – Lemon & Lime was a clear winner with shoppers, making it an ideal addition to store shelves this year.
In an effort to help the new variant to stand out from among the range, VK Lemon & Lime has moved away from the more traditional vibrant colours the brand is more known for to a clear liquid to help illustrate that it’s the flavours that the brand brings to the table that helps to set it apart, says parent firm Global Brands.
VK Lemon & Lime will roll out as a 700ml SKU from late March, before it is included in a brand new 275ml mixed pack from April onwards across major retailers including Tesco, Asda and Morrisons.
To help celebrate the launch, VK is set to drive up its presence across key student cities and “party hotspots” to help drive up awareness of the new flavour directly with its core Gen Z audience via exclusive merchandise drops, university society collaborations and prizes that can help to elevate student parties this year.
Holly Bolus, senior brand manager for VK, said: “Flavour is at the heart of what makes VK stand out, and we’re thrilled to bring VK Lemon & Lime to our range.
“It’s a flavour that Gen Z love and one that Millennials remember fondly. Plus, with our first-ever clear fruity VK, we’re proving that the flavour speaks for itself – it’s a clear choice in every way.
“We’ve gone all out to make this our biggest launch year, with huge activations, retail expansion and party experiences to match.”
