Global Brands reports continued year-on-year growth for VK

Drinks producer Global Brands has reported its second consecutive year of on-trade growth for ready-to-drink (RTD) brand VK.

Sales of Global Brands-owned VK have increased by 16% since 2016

According to CGA data, on-trade value sales of VK have increased by 16% since 2016, while volume sales have grown 12% during the same period.

The RTD brand’s growth comes despite a wider category decline of 11% in on-trade value sales.

Global Brands’ head of marketing, Jen Draper, said: “Consumers sit at the heart of what we do. We know younger consumers want choice and we’ve responded by continually investing in VK.

“We now offer seven different flavours and following a huge crowdsourcing competition, are bringing VK Watermelon to market.

“Keeping pace with consumer demands and responding with innovation drives sales and builds loyalty. Watermelon will help us to sustain growth and boost total VK value sales in the on-trade by about 8% during the next year.”

The brand now accounts for 32% of total RTD value sales throughout the on-trade and 33% of total volume sales. This represents a 4% increase in its share of value since 2017 and a 5% uplift in volume share for the same period.

According to Global Brands, VK’s growth is due to its “unwavering understanding and focus” on younger consumers, aged 18-22.

This month, the RTD brand is hosting a series of club nights for students in the UK, called the VK Electric Tour.