Building on the early momentum achieved by its innovative range of 15% ABV WKD Vibe liqueurs, brand owner SHS Drinks is expanding the number of variants offered to six, with the addition of Baby G Creamy Coffee Liqueur flavour. The new variant joins the existing range of two clear liqueurs – Blue Raspberry and Tropical flavours – and three creamy liqueur variants – Blue Raspberry, Piña Colada, and Strawberry flavours.
In line with the existing WKD Vibe range, Baby G Creamy Coffee Liqueur is available in premium, fully sleeved 500ml glass bottles featuring graphics and colourways which allude to the product’s ‘layering’ capability. Aligning with existing Vibe creamy variants, Baby G has a £13 RSP (with the range’s two clear variants having a £10 RSP).
Initially available exclusively within multiple grocers from ASDA where it will partner WKD Blue Raspberry Creamy on shelf, the new variant will benefit from awareness-driving in-store activation from the end of May. Continued extensive support will back Baby G throughout the year: in-store displays, retailer website banner advertising, and a bespoke WKD social media campaign to directly drive footfall and profile the new variant. The WKD Vibe range will also benefit from in-store feature and display as part of ASDA’s Summer Hotspot activity in July and August.
Launched in December 2023, the WKD Vibe range takes its inspiration from the wide variety of colourful and popular shots and shooters available in the on-trade. Vibe liqueurs taste great on their own but have been specifically developed to offer the ultimate in ‘layering’ versatility and can be used to create eye-catching, colourful drinks with a real talk-about factor. Vibe serves are highly Instagrammable and are already making their presence known on social media. WKD Vibe products layer perfectly with each other, with WKD RTDs, and with popular spirits to form highly impactful and intriguing short serves or long cocktails.
SHS Drinks believes that WKD Vibe liqueurs help consumers replicate the on-trade experience at home: they are not only great-tasting shots but also have the added versatility to create the striking layered-serves that are so enjoyed on fun nights out with friends.
As the No.1 RTD in the UK in both the take home and on-trade channels1, WKD is well positioned to expand successfully into the burgeoning shots arena, and SHS Drinks sees synergistic opportunities across the liqueur/shot and RTD categories.
Alison Gray, head of brand – WKD at SHS Drinks, says: “Baby G Creamy Coffee Liqueur is a fantastic addition to the innovative Vibe range; its introduction so soon after the sub-brand’s launch is testimony to our strong commitment to our liqueurs offering.
“WKD Vibe encapsulates that unique ‘fun-with-good-friends’ feeling in a range of clear and creamy shots which look really great and taste even better. Now, with the addition of the easily understandable Baby G variant, the comprehensive Vibe range will help even more consumers replicate fun on-trade experiences in their own homes, using a brand that they know and trust.”
1Source: Total trade RTD volume (L): Nielsen Scantrack UK Take Home MAT to 27.01.24: CGA UK on-trade MAT to 31.12.23.
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