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Citrusy Premixed Cocktail Drinks

The WKD Lemon Drink Brings a Citrus Touch to the Lineup

— July 1, 2020 — Marketing
The WKD Lemon drink is a new offering from the SHS Drinks-owned brand that will provide consumers with a citrusy refreshment option that's perfect for summertime sipping. The drink will come in both standard and price-marked pack formats, and builds on the brand's popularity in the convenience sector as more consumers seek out ready-to-drink (RTD) alcoholic refreshments. The new flavor will be launched alongside a series of trade deals to help incentivize distribution along with a prominent off-shelf display, POS kits and even a social media campaign.

Heading of Marketing at SHS Drinks Nick White spoke on the new drink flavor saying, "WKD Lemon will bring an exciting citrus dimension to the range. Lemon is a classic, ever-popular drink flavor and expanding our offering will further increase WKD’s appeal to its core 18-to-24-year-old target market."
Trend Themes
1. Citrusy Premixed Cocktail Drinks - The growing demand for ready-to-drink (RTD) alcoholic beverages provides an opportunity for the creation and marketing of new and unique flavors such as lemon-infused cocktails.
2. Convenience Sector Growth - As more consumers seek out convenience, there is a disruptive innovation opportunity to create new types of premixed cocktail drinks in various formats like cans, bottles and pouches to cater to this growing demand.
3. Off-shelf Displays - Off-shelf displays combined with POS kits and social media campaigns can help brands increase visibility and enhance customer experience, leading to increased sales and brand loyalty.
Industry Implications
1. Alcoholic Beverage Industry - The Alcoholic Beverage Industry, particularly the RTD segment, can capitalize on the growing demand for premixed cocktail drinks with unique flavors and packaging formats as a means to reach new and existing consumers.
2. Retail Industry - The Retail Industry stands to benefit from increased sales of citrusy premixed cocktail drinks as consumer preferences shift towards convenience and unique flavors, creating an opportunity to enhance product offerings and customer experience.
3. Digital Media Industry - The Digital Media Industry can help brands market and promote new premixed cocktail drink flavors through social media campaigns, influencer marketing, and other digital marketing strategies to reach a wider audience and drive sales.
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