WKD X, the caffeine-containing 7% ABV innovative sub-brand from the UK’s No.1 RTD1, is building on the strong successes achieved since its 2022 launch with the introduction of two additional flavour variants and its first dedicated media campaign.

Bold WKD X drew its inspiration from the energy drinks category. Available in 500ml single cans only, WKD X variants contain caffeine, guarana and taurine, and compete in the fast-growing ‘enhanced RTD’ segment of the overall alcoholic ready-to-drink category.

The two all-new flavours – Purple Grape and Citrus Ice – join the existing line-up of Blue Raspberry, Mango Passion, and Dark Berry. Having extended the offering only last year from an initial two variants launched in 2022 to three flavours, this latest range expansion to five enticing fruit flavours is testimony to both WKD X’s success to date and to the importance that brand owner SHS Drinks attributes to the continued market potential of high energy/higher ABV ‘enhanced RTDs’.

New WKD X Purple Grape and WKD X Citrus Ice complement the existing variants, further bolstering the range’s on-shelf presence and, importantly, reflecting flavours which are trending in both drinks and non-drink categories. The new variants will initially be offered in £2.99 price-marked cans only, mirroring the importance and appeal of PMP offerings in the impulse channel, the real heartland for ‘enhanced RTD’ sales.

Aligning with the launch of the new flavours, this autumn also marks the appearance of the first-ever ad campaign for WKD X. Appearing across 1200 poster sites UK-wide for a high-profile three-week burst from late October into November, two forthright and confident executions will build awareness of the existing SKUs.

Using bold colourways and impactful capital letters, 6-sheet poster sites nationwide will proclaim ‘SHOUT OUT TO OUR X-ES’ or declare ‘SO XTRA’, alongside pack imagery of the already-established Blue Raspberry, Mango Passion, and Dark Berry flavour variants. Augmenting the out-of-home campaign, WKD X will also benefit from significant social media and influencer-related activity throughout the autumn.

WKD X volumes are currently +88% year-on-year2 and +106% over the last quarter3. This strong upward trajectory is set to benefit from a notable further step-change with a new listing in Morrisons Daily stores coming on stream this month [October]. Two WKD X variants – Blue Raspberry, and Mango Passion – are to be stocked in 650 of the chain’s outlets.

Alison Gray, head of brand – WKD at SHS Drinks, says: “WKD X has proven to be a great success since its introduction. The 18 to 24-year-old core target audience has really bought into what the range stands for: a convenient way to get a caffeine fix. Consumers are well versed in mixing alcoholic drinks with energy drinks but WKD X delivers the convenience of a pre-mixed format from a nationally recognised brand that’s known and loved.

“The further expansion of WKD X to five variants, with the addition of the new Purple Grape and Citrus Ice flavours, emphasises conclusively both our commitment to the range and consumers’ overwhelmingly positive reaction to developments so far. Our striking new poster ads are going to build even greater awareness and help elevate WKD X to the next level.”

1Source: Nielsen Scantrack UK Take Home volume (L) MAT to 10.08.24

2Source: Nielsen GB Impulse volume (L) & units MAT to 10.08.24

3Source: Nielsen GB Impulse volume (L) & units 12 weeks to 10.08.24

4Source: Nielsen Scantrack GB Impulse value (£) MAT to 10.08.24

5Source: Nielsen Scantrack GB Impulse volume rate of sale (L) 12 weeks to 10.08.24

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