SHS Drinks is expanding its WKD alcopop range with the launch of a limited-edition Berry Blast variant.

Available from May, Berry Blast (4.0% ABV) comes in a 700ml glass bottle in standard and £3.99 price-marked versions and a 275ml bottle for inclusion in WKD mixed 10-packs.

It will also be included in the two for £6 offer running across all of WKD’s 700ml price-marked bottles.

The supplier says the new launch is well placed to attract spend, with WKD having four times the consumer awareness of other ready-to-drink brands and sales growth of 33% over the last two years.

WKD to launch energy-inspired WKD X sub-brand

Additionally, berry is the fastest-growing flavour within the overall alcohol category according to Nielsen figures.

Alison Gray, head of brand for WKD at SHS Drinks, said: “Berry is set to be the next big thing in RTD flavours and our eye-catching Berry Blast packs are going to ensure that WKD is front and centre and grabs consumer attention in independents. Our target market actively seeks out innovation and new variants. They expect WKD to deliver new products on a regular basis and our latest offering will not disappoint.”

SHS will support the launch of Berry Blast with a social media campaign, as well as include the variety in its umbrella WKD marketing.

Read more product news