WKD is entering the fast growing shot market for the first time with the launch of a 15% ABV sub-brand, WKD 1.
Two flavours are being launched initially, Blue and Iron Brew, both based on the established RTD variants. Listings with Punch Taverns, Frederic Robinson, Wallaces and Drinks Express have already been confirmed.
“There is already great enthusiasm for the shot category amongst WKD consumers and there is great synergy between it and the RTD category, making WKD 1 a natural and logical extension of the brand,” said Debs Carter, marketing director for alcohol, at brand-owner SHS Drinks. “WKD 1 Blue capitalises on WKD Blue being the biggest selling RTD flavour, while WKD 1 Iron Brew brings a new flavour into the shot category. WKD 1 will also benefit from the levels of support and awareness people have come to expect from one of the nation’s leading alcohol brands.”
A social media campaign, sampling and PoS, including branded sharing trays, are all set to launch to support the new variants, which will also benefit from the brand’s ongoing tie-up with The Only Way is Essex and music streaming service Spotify.
According to Nielsen figures the total shot market in the UK is worth £820m. “Shots bring excitement and theatre to an evening out and are very popular with groups of 18 to 24-year-olds,” added Carter.
Just before Christmas the company added WKD Las Vegas, a purple variant, to the line-up for 2015.