SHS set to invest over £10million into WKD brand in 2026
READY-TO-DRINK brand WKD is gearing up for its biggest year in over a decade for its 30th anniversary celebrations.
Parent firm SHS Drinks has announced a massive investment of over £10million into the brand and underpins a bold new direction for the RTD. This will include a refreshed identity, a high-profile national marketing campaign, targeted digital growth and a targeted TV campaign.
This also comes as the brand heads into 2026 with a strong momentum, with Nielsen research highlighting its performance across channels including a 12% boost in volume sales in the 12 weeks to 1 November – with 7% driven by impulse in particular.
The new year will also see the brand unveil a refreshed identity and a series of high-impact campaigns to resonate with the next generation of RTD drinkers to reflect their current culture. Activity will span across digital, experiential, TV/VOD and in-store, celebrating WKD’s distinctive personality as it enters into its 30th year.
As part of this, WKD has chosen not to renew its partnership with ITV reality show Love Island and, instead, focus on its anniversary celebrations with its own major national campaign.
Scott Bell, head of marketing at SHS Drinks, said: “WKD is gearing up for its biggest year yet. Turning 30 is a major moment for one of the UK’s most recognisable RTDs, and we’re investing more than £10million in 2026 to ensure the brand shows up bigger, bolder and more culturally connected than ever.
“The momentum behind WKD gives us the perfect platform to bring the brand’s personality back to the forefront. We have an exciting programme lined up for the year, with a refreshed identity and a campaign that speaks directly to the next generation.
“Continuous will support us creatively as we build this next chapter, but above all, 2026 is WKD’s year, and we can’t wait to reveal what’s coming.”
