Global Brands taps into Gen Z’s penchant for RTDs
Global Brands has released a new Lemon & Lime flavour for its VK RTD brand this month. db finds out more about its route to market. The post Global Brands taps into Gen Z’s penchant for RTDs appeared first on The Drinks Business.
Global Brands has released a new Lemon & Lime flavour for its VK RTD brand this month. db finds out more about its route to market.
The launch, which was “a standout fan favourite” from the brand’s recent campaign where consumers pitched new flavour ideas also marks a move away from VK’s traditionally bright-coloured bottles and instead introduces “a fresh, crystal-clear liquid”.
Speaking to the drinks business about the launch, Global Brands head of brand Craig Chapman said: “We are always looking for ways to innovate and keep the Global Brands portfolio ahead of the curve, and VK is a shining example of that."
Chapman told db: "As one of the UK’s most-loved RTDs, VK continues to lead the way by delivering exciting, on-trend flavours that keep consumers engaged. The launch of VK Lemon & Lime is the latest step in that journey – driven by consumer demand and reinforcing our flavour-first approach."
Global Brands will begin rolling out the new 3.4% ABV VK Lemon & Lime variant in 275ml bottles to pubs and bars from late March and will also make the flavour available in 70cl bottles in retailers including Tesco, Asda, and Morrisons as well as via online store Good Time In. The retail push will then be followed by a 275ml mixed pack that will hit stores from April onwards.
To celebrate the introduction of the new flavour, Global Brands has revealed that it is set to take VK to "key student cities and party hotspots" in a bid to reach its "core Gen Z audience via exclusive merchandise drops, university society collaborations and prizes".
The drinks company will then also be rolling out in-store activation support for VK to help drive awareness of the new mixed pack featuring the new flavour to ensure consumers can easily get their hands on the latest addition to the range.
Describing its stance, VK senior brand manager Holly Bolus added: "Flavour is at the heart of what makes VK stand out, and we’re thrilled to bring VK Lemon & Lime to our range. It’s a flavour that Gen Z love and one that Millennials remember fondly. Plus, with our first-ever clear fruity VK, we’re proving that the flavour speaks for itself – it’s a clear choice in every way. We’ve gone all out to make this our biggest launch yet, with huge activations, retail expansion, and party experiences to match.”
The launch, which was “a standout fan favourite” from the brand’s recent campaign where consumers pitched new flavour ideas also marks a move away from VK’s traditionally bright-coloured bottles and instead introduces “a fresh, crystal-clear liquid”.
Speaking to the drinks business about the launch, Global Brands head of brand Craig Chapman said: “We are always looking for ways to innovate and keep the Global Brands portfolio ahead of the curve, and VK is a shining example of that."
Chapman told db: "As one of the UK’s most-loved RTDs, VK continues to lead the way by delivering exciting, on-trend flavours that keep consumers engaged. The launch of VK Lemon & Lime is the latest step in that journey – driven by consumer demand and reinforcing our flavour-first approach."
Global Brands will begin rolling out the new 3.4% ABV VK Lemon & Lime variant in 275ml bottles to pubs and bars from late March and will also make the flavour available in 70cl bottles in retailers including Tesco, Asda, and Morrisons as well as via online store Good Time In. The retail push will then be followed by a 275ml mixed pack that will hit stores from April onwards.
To celebrate the introduction of the new flavour, Global Brands has revealed that it is set to take VK to "key student cities and party hotspots" in a bid to reach its "core Gen Z audience via exclusive merchandise drops, university society collaborations and prizes".
The drinks company will then also be rolling out in-store activation support for VK to help drive awareness of the new mixed pack featuring the new flavour to ensure consumers can easily get their hands on the latest addition to the range.
Describing its stance, VK senior brand manager Holly Bolus added: "Flavour is at the heart of what makes VK stand out, and we’re thrilled to bring VK Lemon & Lime to our range. It’s a flavour that Gen Z love and one that Millennials remember fondly. Plus, with our first-ever clear fruity VK, we’re proving that the flavour speaks for itself – it’s a clear choice in every way. We’ve gone all out to make this our biggest launch yet, with huge activations, retail expansion, and party experiences to match.” 
