Alison Gray, head of brand – WKD at SHS Drinks, said: “This initiative gives WKD consumers the convenience and portability that they crave. The move plays to a real increase in consumer appetite for cans, which are now seen as a leading format in the RTD category. We want to do everything possible to ensure that WKD remains both at the forefront of the category and as affordable as possible for consumers. WKD’s new slimline cans are recognised by consumers as lighter than glass, more easily portable, unbreakable and a highly convenient drink format for RTDs, respondents also noted the sustainability advantages of aluminium over glass.

This initiative gives WKD consumers the convenience and portability that they crave. The move plays to a real increase in consumer appetite for cans, which are now seen as a leading format in the RTD category,” head of brand of WKD at SHS Drinks, Alison Gray said. Cans are not only considered as highly convenient by our core 18 to 24-year-old consumers, these drinkers also see the slimline style as a fun format which fits very naturally with the WKD brand.” Research by SHS Drinks highlighted the popularity of cans amongst its target consumers and showed that the format is one in which drinkers expect to see the category leader represented in.It includes two 27.5cl bottles each of WKD Blue, Red, Iron Brew and Green, plus Limited Edition Brazilian and carries the strapline: “just add mates”. Research by SHS Drinks highlighted the popularity of cans amongst its target consumers and showed that the format is one which drinkers expect to see the category leader 1 represented in. WKD’s new slimline cans are recognised by consumers as lighter than glass, more easily portable, unbreakable and a highly convenient drink format for RTDs; respondents also noted the sustainability advantages of aluminium over glass. Reflecting the ever-changing consumer landscape, the move comes in response to continued growth in consumer acceptance of cans as a convenient and flexible format. Research by WKD parent company SHS Drinks highlighted the popularity of cans amongst its target consumers and showed that the format is one which drinkers expect to see the category leader represented in. We want to do everything possible to ensure that WKD remains both at the forefront of the category and as affordable as possible for consumers.

The introduction of cans comes at a time when WKD sales are at a ten-year high and the brand leads the field as the no.1 RTD in both the on-trade3 and take-home. Alison Gray, head of brand – WKD at SHS Drinks, says: “This initiative gives WKD consumers the convenience and portability that they crave. The move plays to a real increase in consumer appetite for cans, which are now seen as a leading format in the RTD category. We want to do everything possible to ensure that WKD remains both at the forefront of the category and as affordable as possible for consumers.

New customer?

Cans are not only considered as highly convenient by our core 18 to 24-year-old consumers, these drinkers also see the slimline style as a fun format which fits very naturally with the WKD brand. We expect our 250ml offering to open up additional usage occasions, and the new cans herald the start of an extremely exciting summer for the brand.” Gray added: “We expect our 250ml offering to open up additional usage occasions, and the new cans herald the start of an extremely exciting summer for the brand.”