VK Squashka secures B&M listing
Global Brands-owned ready-to-drink (RTD) producer VK has gained a listing for its vodka-based Squashka line in 626 B&M stores across the UK.
From 16 March, VK’s new fizz-free Squashka Apple & Blackcurrant and Cherries & Berries RTD cartons will be available at B&M stores nationwide.
Offered at 7% ABV, each 500ml Tetra Pak carton has a recommended retail price of £3.79 (US$5).
Holly Bolus, senior brand manager at VK, commented: “Following a busy 2025, VK has carried the momentum straight into the new year and launching VK Squashka in B&M stores across the country is a huge step for us.
“It’s no secret that our audience loves bold flavours and a dose of nostalgia, so bringing Apple & Blackcurrant and Cherries & Berries to shelves nationwide felt like the perfect way to kick things off.”
According to 2025 data from Attest, the RTD market is thriving, with projections indicating it will increase by a 36% compound annual growth rate (CAGR) by 2030. VK sees the expected growth as a green light for Squashka to become ‘a regular purchase and a familiar favourite.’
VK has long been a favourite among students, and its new line was inspired by the university cultural phenomenon where students mix their own ‘Squashka’ as a pre-drinks ritual.
The 500ml grab-and-go format is designed for students and young adults who increasingly prefer to drink at home or at friends’ places and seek better value.
Bolus added: “We have a responsibility to continue leading the way as the number one RTD brand for students, and this launch is a huge opportunity to tap into current drinking habits and connect with one of our core demographics.
“It’s made for students and young adults who love a fruity pre-drink but want to skip the bubbles, save some cash, and bring the party energy from door to dance floor.”
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