Revamp simplifies WKD labelling

16 May, 2008

Beverage Brands has updated the packaging for its WKD RTD .

The

packs have a bolder logo, simplified text and more emphasis on the flavour variants in the range. Beverage Brands said

labelling would

place "greater emphasis on the brand's credibility".

New bottles, four-packs and 12-packs will be phased in over a six-week period.

Marketing director Karen Salters said: "We're enhancing, not reinventing.

"WKD certainly doesn't need to be over-designed and fancy to appeal ."




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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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