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Sunday, March 18, 2012

Beverage Brands' WKD Club Edition

Author: | 13 March 2012

Beverage Brands' WKD Club Edition

Category - RTD, 4% abv

Available - From the end of this month

Location - UK, on-trade, exclusively in 200 “late-night venues”

Price - RRP of GBP3 (US$4.70) per 27.5cl bottle

Distribution - Beverage Brands

Beverage Brands is targeting the UK club scene with the launch of its latest WKD RTD variant.

WKD Club Edition will be available from later this month in 200 selected late night venues, the company said late last week. The variant will be offered in a black bottle with UV bottle label, and will primarily target 18 to 25-year old males.

Beverage Brands is not releasing details of the flavour profile, preferring to “leave consumers to identify and interpret the unique taste without giving any clues”.

Beverage Brands' marketing director, Debs Carter, said: “One of the key components of our marketing programme this year is to focus on developing bespoke activity which will maximise the sales opportunity for WKD in different trading channels. The WKD Club Edition has been born out of that objective.”

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