To build on the growing trend for consumers to use RTDs to make cocktails at home, SHS Drinks is relaunching its WKD 10 x 275ml mixed pack as the ‘Mix It Up’ cocktail-themed pack.
With four WKD Cocktail recipes printed on the outside of the pack and the case graphics clearly communicating the cocktail occasion, the new 10-pack design will help bring WKD Cocktails to life in the off-trade. The first production run of the new 10-pack will also contain a special free cocktail recipe booklet which includes a £1 voucher off a future mixed pack purchase. Further themed cocktail booklets will be inserted at key trading periods such as Halloween and Christmas.
Available from mid-July, the WKD Mix It Up pack comprises two 275ml bottles each of WKD Blue, Red, Iron Brew and Green, plus two bottles of WKD Limited Edition Brazilian. Reflecting how WKD Cocktails are all about sharing with friends, the new pack graphics instruct ‘just add mates’.
Debs Carter, Marketing Director – Alcohol at SHS Drinks, owner of Britain’s no.1 RTD brand1, says: “The growth in popularity of RTD cocktails continues and is all part of the consumer quest for exciting new flavours. These sharing cocktails are ideal for group occasions: they are quick and easy to make, add a dash of colour to proceedings and are a fun talking point.
“The new WKD Mix It Up 10-pack provides a range of WKD flavours for consumers to use when making cocktails and even suggests some key recipes to try out. Our cocktail-themed pack is sure to be a hit with consumers and will help retailers maximise the growing take home cocktail opportunity,” Carter concludes.
1Source: Nielsen Scantrack Total GB Take Home RTD category volume (L) & value (£) share, MAT to 24.05.14