It suggests drinking straight from the bottle or serving over ice in a pint glass as it aims to “capitalise on the evolving drinking habits of RTD consumers as their dwell time and the trend towards longer drinks increases”.
Marketing director Simon Green said: “The resurgence of RTDs is partly due to the popularity of 50cl bottles, which command a higher retail selling price and therefore increase spend per head, but the trade was missing out by not having a well established, traditional RTD in the mix.
"The new Big Blue is the first of the traditional RTDs to move into 50cl, and following the phenomenal success of a new generation of RTD brands, such as Hooch and Hooper’s, we’re confident that other VK flavours will soon be joining The Big Blue.”
Nielsen figures show the RTD market is worth £233.5 million to the off-trade (Nielsen MAT to September 2012) and Green acknowledges that brands “are facing more competition than ever when it comes to fridge space but the category is still in growth”.
But he said VK is the best-performing RTD in the off-trade, up 22.9% in value (Nieslen), adding: “The brands that are winning have evolved, adapted and innovated to find new ways of fulfilling today’s consumer’s needs. VK is a brand that always moves with the times.”