By Amy Looker
BDS Marketing has launched a limited edition flavour variant in its WKD range of RTDs, following a format that worked well for the brand in the UK market.
WKD Purple will be available in-store from July for a six-month period, supported by point-of-sale kits and tailored marketing programs for off-premise outlets to drive awareness of the new flavour.
In March, WKD Purple became the first ever Limited Edition RTD to be launched in the UK, supported by a £3 million marketing campaign.
WKD has been a powerhouse of the £227 million UK RTD category, and the No 1 best-seller for the best part of the last decade.
WKD Apple Cider launched locally in September.
“From the outset we’ve always sought to create a point of difference for WKD. WKD Iron Brew and WKD Blue brought a new dimension to the RTD market when it was launched here in 2007, and WKD Purple is yet further proof of our commitment to driving the market forward,” said Nicola Randall, marketing manager for WKD.
“It’s the powerful combination of innovation and consistent, targeted advertising and marketing support that’s made WKD an ever growing popular choice amongst retailers and consumers alike.
“WKD Purple brings something new to the category. It created a lot of excitement and generated extremely high levels of interest in our research groups and it’s guaranteed to be a talking point among consumers. And, of course, it has great stand out in the fridge.”
WKD Purple has an ABV of 4.5 percent and will be available in cases of 24 bottles, four-packs and single bottle serves.