VK's relaunch marks decade in market

27 March, 2009

The VK RTD brand has been given a packaging redesign to mark its first 10 years on the market.

Supplier Global Brands has given the range a new logo to increase shelf stand-out, and says the changes are the start of a number of initiatives aimed at raising the brand's profile.

Chairman Steve Perez said: "A brand as successful as VK needs to stay in touch with changing consumer tastes to ensure that it doesn't look dated, but it's also important that VK drinkers can still identify with the product and so any changes need to be judged carefully.

The 27.5cl bottles will be the first to make the switch, with 70cl and PETs following la ter in the year.

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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.

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