VK rides the RTD boom across Scotland’s retail sector
READY-TO-DRINK (RTD) brand VK has announced a new listing across Scotmid stores for its Squashka range, expanding its reach across Scotland.
The new Squashka range launched into 180 stores across the retail chain for a six-week promotional period, which ends on 6 March. Some 85 of these stores have served as “core RTD outlets” says VK’s parent company Global Brands to help tap into the demand for convenient and flavour-led formats across the Scottish convenience market.
Scotmid customers can now get their hands on the full range of fizz-free Squashka variants consisting of Apple & Blackcurrant, Orange & Pineapple and Cherries & Berries, priced at £3.79 per 500ml carton.
The new 7% ABV RTD combines vodka with classic squash – or diluting juice for those north of the border – flavours together to provide a nostalgic drink option geared towards young adults and students.
Global Brands said that the 500ml grab-and-go tetra pack format is ideal for this consumer-base who are increasingly seeing the value of at-home or at-friends drinking opportunities, often buying fewer drinks on nights out and seeking better value in advance.
Holly Bolus, senior brand manager at VK, said: “It’s been nearly three months since we launched VK Squashka and we’re thrilled to be working closely with Scotmid Co-operative to roll it out to consumers.
“It’s got all the flavour our fans love us for, with a higher ABV, minus the fizz – plus it’s in a resealable and recyclable carton, so it can be enjoyed anywhere and anytime.
“We have a responsibility to continue leading the way as the number one RTD brand for students, and this launch is a huge opportunity to tap into changing drinking habits and connect with one of our core demographics here in Scotland.
“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.”
