VK to launch top-selling Blue variety in multipack format

Global Brands is building on the success of its VK alcopop with the launch of a multipack format of its top-selling Blue variety.

The 10x275ml bottle multipack is available to independents through Parfetts, AF Blakemore, United Wholesale Grocers, United Wholesale Scotland and Filshill. Retailers can also order directly from Global Brands.

Its launch comes as VK Blue is the brand’s number-one flavour in impulse. Additionally, the brand’s Mixed Pack multipack has had sales success, amid wider growth in larger RTD formats by 33% in convenience.

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Charlie Leaver, head of brand at Global Brands, said: “VK Blue is the original flavour that kickstarted it all, the founding SKU of a flavour-filled lineup that sees huge success in both the off-trade and on-trade. VK is the number-one RTD for students eight years running, with strong awareness and retention across our target audience.

“We’re thrilled to deliver a new pack combining the success of the biggest mixed pack in the total off-trade, our VK Mixed Pack, with our leading flavour Blue – a sure-fire success for our customers, especially as consumers look to larger pack formats to deliver value.”

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