VK Squashka expands retail presence, landing in 626 B&M stores from 16th March
Iconic RTD brand, VK, has announced a listing with B&M that will see its latest NPD, VK Squashka, stocked in stores nationwide from 16th March.
VK Squashka will hit the shelves of 626 B&M stores across the UK, with customers able to get their hands on two fruity flavours that have proved highly popular amongst fans – Apple & Blackcurrant and Cherries & Berries, with a RRP of £3.79 per 500ml carton.
Despite overall alcohol consumption decreasing amongst consumers, the RTD market continues to flourish, as projections suggest the category will achieve astonishing growth by 2030 with a CAGR of 36%.[1] This performance positions VK’s latest NPD to become a regular purchase and familiar favourite.
The brand is continuing to live up to its reputation as the number one student RTD, with VK Squashka being born from the university cultural phenomenon which sees students mixing their own “Squashka” (or “Squadka”) as a pre-drinks ritual.
Customers can expect a truly unique product that offers extra convenience, as the new addition is the UK’s only enhanced RTD in a resealable Tetra Pak – delivering a higher 7% ABV, and a fizz free product built for pre-drinking and on-the-go sipping.
The 500ml grab-and-go format is ideal for students and young adults who are increasingly favouring at-home and at-friend’s drinking moments, often buying fewer drinks on nights out and seeking better value in advance.
Holly Bolus, Senior Brand Manager at VK commented: “Following a busy 2025, VK has carried the momentum straight into the new year and launching VK Squashka in B&M stores across the country is a huge step for us.
“It’s no secret that our audience loves bold flavours and a dose of nostalgia, so bringing Apple & Blackcurrant and Cherries & Berries to shelves nationwide felt like the perfect way to kick things off. 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 current drinking habits and connect with one of our core demographics. 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.”
For more information, visit: https://www.vkofficial.com/vk-squashka/.
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