WKD Orange and WKD Green are currently available exclusively in Yates’s outlets but will be rolled out nationally next month.
“The orange sector accounts for £30 million-worth of RTD sales a year and is showing year on year growth rates of 47%,” said marketing director Debs Carter. “While apple RTD sales are worth £18 million a year and have grown by 71% in the past 12 months.”
The new flavours will become a permanent part of the line-up, with apple succeeding WKD Core, a cider, which was pulled from shelves 18 months ago.
“We have consistently invested in creative and innovative marketing support for WKD and as a result consumers have a much greater affinity with WKD than other RTD brands,” said Carter.
“WKD is the RTD brand of choice amongst 18 to 25-year-olds and it ranks as the second ‘most preferred’ alcohol brand in this consumer group – sandwiched in-between Smirnoff Vodka and Foster’s lager.”
Posters and PoS will promote the new flavours, asking “Green with envy?” and “WKD Orange, without bits,” and run alongside a campaign on social media sites such as Facebook to promote the new flavours.
Last month the company unveiled traffic cone pitchers, as part of a summer campaign for the brand.