VK launches Candy Cane flavour and festive pack
Global Brands-owned ready-to-drink (RTD) brand VK has launched a limited edition candy cane-flavoured bottling and a festive mixed pack.
VK Candy Cane is said to have a “signature sweet strawberry flavour, balanced with hints of peppermint”. The 4% ABV Christmassy flavour will be included in a newly-launched VK mixed pack for a limited time only.
With an RRP of £12 (US$15), the VK 10-pack, contains two 275ml VK Candy Canes, alongside a selection of the other popular VK flavours, including VK Blue, VK Watermelon and VK Orange & Passion Fruit.
The variety pack is stocked in UK supermarkets including Tesco, Asda, B&M, Costcutter, Spar and McColl’s. It will also be available nationally for independent retailers in several cash and carries.
VK has also launched an in-pack promotion for its mixed packs, which gives consumers the chance to claim a branded VK Christmas jumper. The RTD brand has hidden golden tickets in the packs, and consumers that find one of these tickets will be encouraged to head to social media to claim their jumper.
Charlie Leaver, brand manager at Global Brands, said: “With this year’s new Christmas flavour, our highly sought-after VK Christmas jumpers and our on-trend marketing activity we expect the VK mixed pack to excel this winter.
“Set to provide significant revenue for our customers while delighting consumers with a new Christmas twist on the fruity VK flavours’ they know and love the VK mixed pack is a must-stock for retailers.”
Earlier this year, Global Brands recruited Love Island‘s Alex and Olivia Bowen to star in its VK Sorts Your Summer campaign.