Talking Retail Grocery and product news for independent retailers
Available in premium-style, fully sleeved 500ml glass bottles, WKD Vibe will initially launch in five variants: clear liqueur versions in both Blue Raspberry and Tropical flavours, along with Blue Raspberry creamy liqueur, Piña Colada creamy liqueur, and Strawberry creamy liqueur. The two clear variants will have a £10 RSP, while the three creamy flavours will have a higher £13 RSP.
Alison Gray, head of brand, WKD at SHS Drinks, says: “Shots generate excitement and fun on nights out: they’re colourful, quirky and quick, and bring a real sense of shared enjoyment to proceedings. WKD Vibe captures the unique ‘fun-with-good-friends’ feeling and presents it in a range of clear and creamy shots which look great and taste even better. The concept went down an absolute storm in research amongst our 18 to 30-year-old target audience.
“WKD Vibe liqueurs will offer consumers great tasting shots, with the added versatility to also create striking layered-serves to help replicate the on-trade experience at home. When it comes to branded shots, it’s all about the Vibe!”
The launch of WKD Vibe will be supported from January 2024 by a £1 million marketing package comprising: an extensive programme of activity with high-profile social media mixologists and Love Island influencers; interactive POS and in-store features under the ‘Find Your Vibe’ campaign theme; interactive packaging which will promote the versatility of the new products and detail innovative recipes and serves; WKD Vibe party nights that will raise awareness in the on-trade and drive trial.
