Embracing the pre-drinks culture with VK Squashka
READY-TO-DRINK brand VK has announced a brand new addition to its portfolio with the launch of its new ‘enhanced RTD’ range VK Squashka.
Taking inspiration from students’ pre-drinks opportunities, the new VK Squashka range aims to provide a point of difference to the off-trade for consumers and capture the attention of student consumers by tapping into TikTok trends.
With videos around ‘squashka’ – or ‘squadka’ – racking up thousands of views on social media sites, Global Brands, VK’s parent firm, reckons the new launch will resonate well with its core consumer group.
The new consumer trend sees students mixing together vodka with Squash – or diluting juice for those of us north of the border – and water for a quick and affordable pre-drinks serve to help start the party atmosphere.
VK Squashka aims to replicate this new trend with its three flavour variants Apple & Blackcurrant, Orange & Pineapple and Cherries & Berries. Each variant comes in a 500ml tetra pack carton with an RRP of £3.49 per carton to deliver a 7% ABV RTD serve of vodka and fruit juice.
Alongside this, the new serve is also fizz-free to help cater to consumers who seek an alternative to fizzy drinks and further capture the consumer trend in the pack.
Holly Bolus, senior brand manager at VK, said: “VK Squashka brings something genuinely new to the market and a fresh solution that meets what our Gen Z drinkers are looking for right now. It’s got all the flavour our fans love us for, with a higher ABV and none of the fizz – plus it’s in a resealable and recyclable carton you can take anywhere.
“VK continues to lead the way as the number one RTD brand for students, and the launch of VK Squashka is a huge opportunity to capitalise on changing drinking habits. It’s made for students and young adults who love a fruity pre-drink but want to skip the bubbles, save some cash, and bring the party energy from door to dancefloor.”
