Purple joins permanent WKD line-up

11 September, 2011

WKD’s limited-edition Purple flavour is to become a permanent fixture in the range.

Debs Carter, marketing director at supplier Beverage Brands, said:  “WKD Purple’s launch was aimed at delivering something innovative, new and exciting for consumers and generating incremental volume sales for retailers, the WKD brand and the RTD category as a whole and it has succeeded in achieving all of these goals.

“Our original intention was to bring WKD Purple in as a limited edition for six months spanning the summer period.  It’s the first time we’d launched a WKD limited edition and we were pretty confident it would become a big talking point amongst consumers

“It really has exceeded expectations all round.”

Future stocks of WKD Purple will have the “limited edition” neck label removed. A four-pack for Purple will debut this month, joining the single 27.5cl and 70cl bottles.

Other flavours include Red, Blue and Iron Brew.

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