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


English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know