The new launch, called WKD Cocktails, will roll out to the UK’s independent off-premise in July with an SRP of GBP4.99 (US$7). The 5.5%-abv pre-mix – available in Blue Lagoon and Tropical Sunrise flavours – targets the 18-to-24-year-old consumer and aims to capitalise on increasing demand for take-home formats.
SHS said the pair use existing WKD flavours mixed with fruit flavours to create “fuss-free popular cocktails”. According to the company, 30% of WKD’s sales already come from consumers making their own cocktails.
“SHS Drinks believes that category-leading WKD is perfectly poised to amplify this opportunity,” it added.
Earlier this month, SHS announced a WKD tie-up with UK reality TV show Love Island. The RTD brand will be the ‘official alcohol partner’ of the show when it airs on ITV2 this Summer