• Products: WKD X Citrus Ice, Purple Grape
• Supplier: SHS Drinks
• ABV: 7.0%
• RRP: £2.99 PMP
• Available: now

WKD is expanding its caffeine-containing WKD X range with the launch of Citrus Ice and Purple Grape varieties, backed by its first dedicated media campaign.

The two new flavours (both ABV 7.0%) are available in £2.99 price-marked packs. They join the existing line-up of Blue Raspberry, Mango Passion and Dark Berry.

Their launch will be supported by a campaign visible across 1,200 poster sites nationwide for three weeks from late October into November.

WKD X adds new flavour trio and fresh pack design

WKD X volumes are currently up by 88% year on year, having grown by 106% in the past quarter. Supplier SHS Drinks is hoping to bolster this growth with a listing in Morrisons Daily stores this month.

Alison Gray, head of brand – WKD at SHS Drinks, said: “WKD X has proven to be a great success since its introduction. The 18-to-24-year-old core target audience has really bought into what the range stands for: a convenient way to get a caffeine fix. Consumers are well versed in mixing alcoholic drinks with energy drinks but WKD X delivers the convenience of a premixed format from a nationally recognised brand that’s known and loved.

“The further expansion of WKD X to five variants, with the addition of the new Purple Grape and Citrus Ice flavours, emphasises conclusively both our commitment to the range and consumers’ overwhelmingly positive reaction to developments so far. Our striking new poster ads are going to build even greater awareness and help elevate WKD X to the next level.”

Read more product news