SHS Drinks has announced that WKD has extended its partnership with reality show Love Island for a further two series in 2023.

The RTD alcopop brand, which is the number-one RTD in on- and off-trade in the past 12 weeks, will be the show’s official alcohol partner for series 9, which airs from January to March, and series 10, which will air in summer.

The extension of the deal comes as WKD sales across retail and hospitality are at a 10-year high, according to Nielsen Scantrack figures.

WKD partners with Love Island for a second year

Alison Gray, head of brand – WKD at SHS Drinks, said: “To be teaming up with Love Island for a third year is testimony to just how successful the association has been and how well it has gone down with both customers and consumers. As the programme itself so clearly demonstrates, finding the perfect partner is tricky, but when you know, you know – and we believe there’s no better match for WKD than Love Island!

“The success of the partnership is a key reason behind WKD’s impressive recent performance. Consumers and stockists can look forward to another year of fun, innovative Love Island-related activity from WKD and, with two Love Island series in a year for the first time ever, we’re doubly happy and doubly confident that this really is a win: win, win: win scenario.”

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