By Andrew Starke
Top selling UK RTD brand WKD is set to test the local cider market with the launch of WKD Apple Cider next month (September).
The cider will be packaged in 330ml green bottles and has an ABV of 4.5 percent.
WKD Apple Cider is aimed at attracting consumers from three key groups: extending usage amongst existing WKD drinkers; lapsed WKD drinkers who still have an affinity with the brand; and new recruits who don’t drink RTDs.
The WKD brand is one of few survivors of the rapidly-declining UK RTD sector and has diversified into the booming cider market over the past couple of years.
Trade support locally will initially be focused on awareness and trial-generating promotional activity including POS materials and promotional stock deals aimed at incentivising trial amongst licensees and retailers.
“We see this as a huge opportunity to broaden the appeal of the WKD brand and at the same time bring a new edge to the cider category which is really beginning to flourish,” said international sales and marketing manager for WKD, Nicola Randall.
“Research has shown that there is demand amongst cider consumers for a sweeter, lighter cider drink with a more modern image.”
Retail price points will sit at about $12 per four pack or two four packs for $20 on promotion.
On premise will retail at around $6 a bottle.
WKD will be marketed in Australia by BDS Marketing.