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

Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter