WKD enters cider market

24 April, 2009

WKD is branching out into the cider market with the launch of WKD Core.

It’s the first time the WKD name has been used on anything other than a spirit-based product since the first product appeared in 1996

.

The 4.5% abv cider will be packed in 50cl green bottles and appear from early May.

The launch will be backed by outdoor, press, online and TV advertising.

A sampling drive will aim to hit 100,000 consumers.

Supplier Beverage Brands is urging retailers to merchandise the product with cider rather than RTDs.

WKD Core is being aimed at extending usage among WKD drinkers, bringing lapsed WKD consumers back to the umbrella brand and recruiting new followers who like WKD’s irreverent ads but don’t drink RTDs.

Prices are expected to be comparable with Magners and Kopparberg.

Marketing director Debs Carter said: “We believe there is still room for expansion [in cider] by taking a different approach.

“Research has sown that there is demand among cider consumers for a sweeter, lighter cider with a more modern image.”




Bookmark this


Site Search

COMMENT

Donald Trump: the US has much to learn from history

The reasons Donald Trump should not be left in charge of a shopping trolley, let alone the keys to the White House, are plentiful and well-documented – from his use of the word “bigly” and lamentable business legacy to his dubious post-modern feminist principles, quite astonishing lack of political acumen and, most worrying of all, his bewildering hair. 

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter