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VK to throw ‘electrifying’ club nights for UK students

Ready-to-drink (RTD) brand VK is hosting a series of club nights for students in the UK, called the VK Electric Tour.

VK is targeting students with club nights during September and October

The VK Electric Tour will see 62 club nights held throughout September and October across student unions, Deltic venues, and O2 Academy sites – where the brand will sponsor British artist Tom Zanetti.

The “bold and colourful” experience will feature kaleidoscopic confetti cannons, branded thunderbolts and inflatables, giant VK bottles, and LED foamsticks.

Jen Draper, head of marketing at Global Brands, said: “Experiential activity is so important to millennials and legal-drinking-age generation Zs – but especially students who value experience above almost all else.

“We know that our student fans love VK nights, and it’s a brand that has become synonymous with the university experience. We wanted to do something completely different to last year while maintaining the VK brand identity and ethos that has helped make us the number one RTD for students.”

The activity will be supported by a complementary off-trade gift in-pack promotion, offering a power bank for charging mobiles.

The brand recently added a Watermelon variant to its range, following a UK-wide search for its next flavour.

UK-based parent group Global Brands experienced a 16% sales increase for its 2017 fiscal year.

Sales of VK “outperformed” the market to reach the number one position as the best-selling RTD in the UK on-trade, with volume sales growing by 20%.

According to the company, VK now accounts for around a quarter of the UK’s RTD sales.

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