Beverage Brands has unveiled a new addition to its WKD range - WKD Red.
Following an initial pilot programme in the Balearic Islands last summer and then a nine-month trial in Northern Ireland this year, the Torquay-based drinks company is satisfied the product will help add to the success of WKD, which is now the number two ready-to-drink (RTD) brand in the on and off-trade (according to AC Nielsen).
Karen Salters, marketing director for Beverage Brands, said: "The RTD category has been crying out for innovation. It's a constant challenge for suppliers and retailers, as RTD drinkers are particularly adventurous in terms of expanding their repertoire and keen to try something different - WKD Red delivers on both counts."
A major aim of the Northern Ireland trial was to see what impact the introduction of a new flavour might have on the rest of the range.
"We were worried Red would cannibalise sales of WKD's other flavours, particularly Irn-Bru," said Mrs Salters. "However, all the results from our trials proved that we could launch the product with few fears."
The new product will be supported by a £2.5m marketing campaign, which will include advertising in men's magazines such as FHM, outdoor poster advertising as well as sales teams targeting student cities and young persons venues.
The launch is a bold move by Beverage Brands, particularly in view of its major rivals' decision to rationalise their flavour portfolios.
While it has introduced its Half Sugar range this year, Bacardi Breezer has been rationalising its range of flavours. Global Brands has also reduced the number of flavours in its Vodka Kick range, as has Reef, which, as reported on thePublican.com last month, is rumoured to be up for sale.
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