Glittery new look for VK

11 October, 2013

Global Brands has revamped the whole VK RTD range, launching five new flavours and adding edible glitter to its Ice Storm flavour.

The new flavours in the seven-strong range are Apple & Mango, Orange & Passion Fruit, Strawberry & Lime, Tropical Fruits and Black Cherry.

Ice has been renamed Ice Storm, with added glitter – but Blue, the brand’s most popular flavour, will remain the same.

Global Brands marketing director Simon Green said: “VK is single-handedly steering the RTD category into the 21st century with a new range of premium flavours.

“RTDs are declining, having lost relevance to consumers, but remain important as they hold a world of untapped possibility.

“Simple extensions of obvious colours and flavours are no longer enough, as other categories like soft drinks and flavoured ciders have shifted the goalposts, embracing premium taste trends. Complex fruit flavours continue to be at the heart of consumer interest, and RTDs are ideally placed to take a bite of this. 

“Packaged in our completely rebranded, distinctive bottles, the new VK provides an exclusive and premium choice. VK is the first and only traditional RTD to create a premium 21st-century experience for 21st-century consumers.”

The new look range is available to the trade from this month.




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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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