WKD is going NKD with the launch of two new, lower-calorie contemporary flavour combinations created to broaden the appeal of the Ready to Drink category and the WKD brand amongst today’s 18 to 24 year old consumers.
Making their debut this month, the two new lines – Lemon & Lime and Blueberry & Elderflower – will bear the name NKD and have been developed as a brand extension to complement the four flavours in the WKD range. They will have the same 4% ABV as WKD but have less than half the calorie content and will have a lighter taste profile which makes them as great accompaniment with food. The Lemon & Lime flavour is clean, fresh and light on the palate with a good crisp finish; while Blueberry & Elderflower delivers a fruity mix led by blueberry with hints of crisp elderflower at the end.
NKD will have a more targeted distribution and the focus will be on gaining listings in style bars, casual dining restaurants and other types of entertainment venues which are popular with 18 to 24 year old consumers. In the take home sector it will only be sold through multiple grocers.