VK Lemon aims to satisfy fruit demand

30 April, 2010

Global Brands has added a new?fruit-flavoured RTD to its VK portfolio and is backing it with a £400,000 marketing spend.

VK Lemon, developed in response to growing consumer demand for fruit-flavoured RTDs, will benefit from a three-month campaign in the run up to summer.

Global Brands says the new flavour will reach 100,000 consumers over the launch period and will be supported through digital media, a 60-strong dedicated promotions team and a full range of POS materials.

Justin Horsman, marketing manager for brand development at Global Brands, said: “The importance of fruit-flavoured RTDs to the category should not be underestimated.”?Nielsen figures from September show that fruit-flavoured RTDs account for almost a fifth of the £589 million sector.




Bookmark this


Site Search

COMMENT

Welcoming the wine rookie

It’s all true. Wine writers loaf around in a state of partial inebriation and partial undress, bitching about having to taste free wine all day and using recondite words like malolactic, terroir and recondite. 

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter