# Complex Flavor Cooler Refreshments VK Apple & Blackcurrant is Arriving by Consumer Demand By Michael Hemsworth | Published 2024-06-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/vk-apple-blackcurrant References: [talkingretail](https://www.talkingretail.com/products-news/alcohol/vk-launches-new-flavour-18-06-2024/) & [vkofficial](https://www.vkofficial.com/)  The VK [Apple &](https://www.trendhunter.com/trends/orchard-apple-pear) [Blackcurrant](https://www.trendhunter.com/trends/blackcurrant-toothpaste) flavor has been announced by the brand as the latest version of its signature cooler that's positioned as a more complexly flavored option for consumers to try out this summer. The cooler features notes of apple and blackcurrant flavors in every sip, and was voted as the top pick as part of a campaign that saw more than 20,000 consumers have their say. The drink is expected to be right at home within the brand's existing flavor lineup, which includes the signature VK Blue, Tropical Fruits and Orange & Passionfruit. Senior Brand Manager for VK at [Global Brands](https://www.trendhunter.com/trends/vk-blue) Holly Bolus spoke on the VK Apple & Blackcurrant flavor saying, "Our consumers have spoken and Apple & Blackcurrant is officially the newest flavour to join the party! Available just in time for the summer season, it’s the perfect refreshing option whether it’s a sunny BBQ, classic night out or enjoying the Euros. Our latest NPD not only complements the classic VK range, but also aligns with evolving flavour preferences among Gen-Z drinkers. The pairing of Apple & Blackcurrant is a flavour combination to watch across the category this year.” ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 16% | Activity: 23% | Freshness: 25% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Complex Flavor Combinations:** This innovation showcases increasing consumer demand for multi-layered taste experiences. - **Consumer-driven Product Development:** Involving consumers in the flavor selection process reflects a shift towards highly personalized beverage offerings. - **Seasonal Beverage Launches:** Releasing this new flavor just in time for summer aligns with the trend of seasonal and occasion-based product launches. ### Sectors Adopting This - **Beverage Industry:** Brands within the beverage industry are increasingly exploring complex flavor profiles to captivate evolving consumer preferences. - **Consumer Goods:** The consumer goods sector is witnessing a rise in consumer-engaged innovation, leading to highly customized product offerings. - **Event-driven Marketing:** The launch of this product for summer gatherings highlights the importance of seasonal and event-driven strategies in marketing. ## Related on Trend Hunter - [Fruity Flavored Vodka Sodas](https://www.trendhunter.com/trends/vk-blue.md) - [Crystal-Clear Citrus Libations](https://www.trendhunter.com/trends/vk-lemon-lime.md) - [Lifestyle-Driven Alcohol-Free Coolers](https://www.trendhunter.com/trends/vk-blue-00.md) - [Fruit-Forward Blackcurrant Ciders](https://www.trendhunter.com/trends/thatchers-apple-blackcurrant.md) - [Fruity Blackcurrant Ciders](https://www.trendhunter.com/trends/apple-and-blackcurrant.md) - [Social Media-Inspired Vodka Drinks](https://www.trendhunter.com/trends/vk-squashka.md) - [Enhanced RTD Beverage Flavors](https://www.trendhunter.com/trends/wkd-x.md) - [Festive Vodka Cocktails](https://www.trendhunter.com/trends/vk-chocolate-orange.md) - [Classically Flavored Ciders](https://www.trendhunter.com/trends/kopparberg-crisp-apple.md)