RTD brand WKD is introducing cans in a range of multipack formats to suit a wider range of occasions.
The 250ml cans will be offered in WKD Blue 4-pack and 10-pack formats, and in WKD variety 10-packs. Brand owner SHS Drinks believes that the introduction of aluminium cans will open up significant additional usage occasions for WKD. Brown Cement Kraft Paper Bag
Rolling out across take-home in April and May, new graphics will communicate that the new can format is present inside the fully-enclosed multipacks.
Research by SHS Drinks highlighted the popularity of cans amongst its target consumers and showed that the format is one in which drinkers expect to see the category leader represented in.
The introduction of WKD cans will have no impact on flavours, ABV or multipack RRPs, with the brand’s range of 700ml single-glass bottle variants remaining unaltered.
The brand noted that aside from direct consumer usage benefits, the new 250ml cans will also help offset packaging industry price rises and allow SHS Drinks to continue to offer WKD consumers the “best possible value for money”.
The introduction of cans comes at a time when WKD sales are at a ten-year high and the brand leads the field as the no.1 RTD in both the on-trade3 and take-home.
Alison Gray, head of brand – WKD at SHS Drinks, said: “This initiative gives WKD consumers the convenience and portability that they crave. The move plays to a real increase in consumer appetite for cans, which are now seen as a leading format in the RTD category. We want to do everything possible to ensure that WKD remains both at the forefront of the category and as affordable as possible for consumers.
100 Recyclable Paper Bag “Cans are not only considered as highly convenient by our core 18 to 24-year-old consumers, these drinkers also see the slimline style as a fun format which fits very naturally with the WKD brand. We expect our 250ml offering to open up additional usage occasions, and the new cans herald the start of an extremely exciting summer for the brand.”