VK asks fans to choose RTD flavour

Ready-to-drink (RTD) brand VK has launched a campaign calling on consumers to select the flavour for its next expression, which will be released this summer.

The campaign, titled #WeAreFlavour, will be delivered across the UK by the brand’s student ambassadors– both offline through flavour samplings at student sites and in bars, and digitally on social media.

VK’s senior brand manager, Daniella Mulvey, said: “Over the years, we’ve seen just how passionate people across the UK are about VK, with many people firmly backing a favourite in the lineup – from Tropical Fruits to Black Cherry.

“As the number one RTD for flavour, VK not only delivers with category-leading SKUs such as VK Blue, but across the lineup too, seeing more demand for the entire range than any other RTD, and delivering a higher ROS [return on sales] as a result.

“So what better way to share and celebrate our flavour range than by letting fans choose the next addition to the lineup. We can’t wait to continue building excitement for the whole range, and above all else, continuing to deliver the flavours that consumers want.”

Consumers have until 9 February to submit their flavours on the ‘VK Flavour Vault’ on the brand’s website, and the four finalists will then be announced on 19 February.

From there, consumers will be able to vote for their favourite flavour with the winner being revealed at a launch party.

The new variant will join nine other flavours in the brand’s lineup, which includes apple and mango, strawberry and lime and raspberry and peach.

VK is owned by Global Brands, which recently announced Julian Atkins as its new managing director.

Global Brands’ revenue reached £75m (US$95m) in the year to September 2023 and it is aiming to surpass £135 million (US$170.5m) in turnover over the next five years.