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.