News & Media

WKD captures party spirit with new Brazilian limited edition

12th February 2014

WKD, Britain’s leading RTD brand, has unveiled an exciting new addition to its portfolio: WKD Brazilian – an exotic new Limited Edition for 2014 which takes its inspiration from Brazil, exuding the party atmosphere of the world-famous Rio de Janeiro carnival and the lively Copacabana beach night scene.

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Billed as a ‘party in a bottle’ WKD Brazilian has been positively received in consumer research groups. Available in 275ml bottles, the new line has the same 4% ABV and will retail at the same price as the other six variants in the WKD range.

The launch is being supported via a heavyweight digital media campaign; extensive consumer sampling activity; launch/introductory price promotions; washroom advertising; tailormade in-outlet support activity; and in venue POS kits to bring the party spirit of Brazil alive in pubs and bars around the country with the POS items bearing an array of inimitable WKD-style straplines such as ‘It’s like a taste of Rio. Even if you’re in Rochdale.’; ‘Go Copacobanas for WKD’; and simply ‘Brazliant!’ Free POS kits will be available from the WKD POS Hotline (0800 917 3450) from February.

The new line will also benefit from the halo effect of the support for the WKD brand.

Debs Carter, WKD Marketing Director at SHS Drinks, says: “Brazil and all things Brazilian are very much of the moment as we head into 2014 – Lonely Planet has recently tipped Brazil as the top visitor destination for next year and the country will certainly be the focal point for all footie fans when the World Cup gets underway in summer.

“Brazil also is renowned for its vibrant night and street life, especially at carnival time, and WKD Brazilian aims to capture this exotic party spirit in a bottle. With the spotlight being on Brazil this year, it’s the perfect timing to introduce this topical WKD Limited Edition – an innovation which will bring excitement and a new dimension to the RTD category.”