WKD launches cider

Ready-to-drink (RTD) brand WKD is to make a radical move into the cider market with the launch of WKD Core.

The WKD brand extension, a 4.5 per cent ABV semi-sweet apple cider, will be rolled out in May.

WKD is one of few survivors in a rapidly-declining RTD market and owner Beverage Brands is looking to consolidate its place by putting the WKD name to a cider, capitalising on what is a booming market.

Packaged in 500ml green bottles consistent with other packaged ciders, Core features the WKD logo above the label 'Apple Cider'.

According to Beverage Brands, WKD Core is aimed at attracting consumers from three key groups: extending usage among existing WKD drinkers; lapsed WKD drinkers who still have an affinity with the brand; and non-RTD drinkers.

The company is embarking on a consumer marketing campaign during the summer months to support Core's launch. It will include national outdoor advertising, press and TV advertising, and online activity. A sampling campaign will target 100,000 drinkers.

Point-of-sale material is available to the trade, and - with Beverage Brands advising that WKD should be stocked in fridges alongside other ciders, not RTDs - cases will be boldly labelled 'Please put me with cider'.

Beverage Brands marketing director Debs Carter said: "Our challenge was to look at non-RTD occasions while continuing to exploit the opportunities left within RTDs. What we are trying to do is give consumers a different access point to WKD by appealing to people who like the brand but don't necessarily like RTDs."