The WKD Premixed Bottled Cocktails Come in Two Flavor Options
Michael Hemsworth — June 2, 2021 — Marketing
References: wkd & conveniencestore
The WKD premixed bottled cocktails are being launched by the brand for consumers looking to enjoy cocktails from the comfort of home without the need to do any mixing. The cocktails come in two flavor options including Tropical Sunrise and Blue Lagoon, which both feature a 5.5% ABV, come in 700ml bottles and feature a price point of £4.99 per bottle. The bottled cocktails will be rolling out in July and are sure to be a hit amongst consumers this summer as lockdown restrictions ease.
Head of Brand - WKD at SHS Drinks Alison Gray spoke on the new WKD premixed bottled cocktails saying, "Our new launches bring all the fun and enjoyment of cocktails from the bar into the home; we’ve done all the hard work so consumers don’t have to worry about equipment, recipes or ingredients to mix the perfect drink. We believe that WKD will recruit a different consumer profile to the existing ready-to-serve (RTS*) category and our new cocktails will encourage trading up and deliver increased value to independent retailers and convenience stores. Consumers love WKD and consumers love cocktails; to combine the two and bring a flavour of the on-trade to the take home market is a recipe for success for stockists.”
Head of Brand - WKD at SHS Drinks Alison Gray spoke on the new WKD premixed bottled cocktails saying, "Our new launches bring all the fun and enjoyment of cocktails from the bar into the home; we’ve done all the hard work so consumers don’t have to worry about equipment, recipes or ingredients to mix the perfect drink. We believe that WKD will recruit a different consumer profile to the existing ready-to-serve (RTS*) category and our new cocktails will encourage trading up and deliver increased value to independent retailers and convenience stores. Consumers love WKD and consumers love cocktails; to combine the two and bring a flavour of the on-trade to the take home market is a recipe for success for stockists.”
Trend Themes
1. At-home Cocktail Consumption - Opportunity for businesses to create more convenient and unique premixed cocktail options for consumers to enjoy from the comfort of their homes.
2. Expansion of Premixed Beverage Market - Opportunity for businesses to invest in the development of a wider range of premixed beverage options, targeting new demographics and consumer preferences.
3. Rapid Innovation in Beverage Industry - Opportunity for businesses to stay ahead of the competition by constantly updating and improving their product offerings with new and innovative ideas.
Industry Implications
1. Alcohol - Alcoholic beverage companies can continuously innovate and expand their product line by offering premixed cocktails for easy at-home consumption.
2. Packaging - Packaging companies can create unique and convenient designs for premixed cocktails, increasing the appeal and purchase intent for consumers.
3. Retail - Retailers can capitalize on the trend of at-home consumption by stocking premixed cocktail options and offering them to consumers for purchase at their convenience.
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