Price-Mark Push For WKD’s Big Bottles

24 Feb 2014 --- The success of WKD’s price-marked four-packs has prompted SHS Drinks to make three WKD variants – WKD Blue, WKD Iron Brew, and newcomer WKD Green – available in 700ml bottles price-marked at £2.99.

Specially-flashed cases (6x700ml bottles) of the £2.99 price-marked stock are being launched exclusively into the cash and carry, wholesale and convenience sectors from the end of February, and the initial production run contains the added bonus of a WKD Brazilian promotional pack incentivising trial of this year’s new WKD flavour.

The WKD “Braziliant POS” pack includes posters, shelf-wobblers and shelf-barkers, plus a £1-off coupon redeemable against a case of the limited edition WKD Brazilian. The bottles carry a neck label with the message “Only £2.99. Result!”

Marketing director Debs Carter said: “Since we launched WKD price-marked four-packs, sales of the price-marked packs in the impulse sector have been 23% higher than the standard WKD four-packs and both WKD Blue and WKD Iron Brew four-packs are continuing to show exceptionally strong growth, with sales up by 22% and 37% respectively over the past
12 months.

“This sustained success has led us to extend price-marks to 700ml multi-serve bottles, which are a key pack format in the impulse sector where they account for 54% of RTD sales.”