VK launches ‘student-inspired’ RTD cartons
Global Brands-owned ready-to-drink (RTD) brand VK has released three new ‘enhanced’ cocktails in resealable 500ml cartons, said to be inspired by students.
The cartons join the brand’s permanent range and come in three uncarbonated vodka-based fruit juice flavours: Apple & Blackcurrant, Orange & Pineapple, and Cherries & Berries.
Each cocktail is offered at 7% ABV as an alternative to fizzy drinks.
Available from November, the resealable Tetra Pak format aims to bring ‘something completely different to the UK’s enhanced RTD market‘.
Said to be inspired by the brand’s loyal student fanbase, VK Squashka emerged from a cultural phenomenon where students create their own ‘Squashka’ as part of a pre-drinks ritual.
According to the brand, enhanced RTD beverages have become the second-largest segment in the convenience market, experiencing a growth rate of 19%. Additionally, 500ml formats are said to be responsible for more than half of the category’s sales.
Holly Bolus, senior brand manager at VK, said: “VK Squashka brings something genuinely new to the market and a fresh solution that meets what our Gen Z drinkers are looking for right now. It’s got all the flavour our fans love us for, with a higher ABV and none of the fizz – plus it’s in a resealable and recyclable carton you can take anywhere.
“VK continues to lead the way as the number one RTD brand for students, and the launch of VK Squashka is a huge opportunity to capitalise on changing drinking habits. 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.”
The new RTD cocktails will be available at cash-and-carry depots across the UK from 24 November, each in a 500ml carton with a suggested retail price of £3.49 (US$4.60).
In January 2026, VK’s student ambassador teams will visit university halls across the UK to coincide with the ‘refreshers’ period.
Seven of VK’s student societies will bring Squashka to campuses nationwide. Led by dedicated VK supporters, the initiative aims to promote student engagement.
Earlier this month, Global Brands secured a listing for its Soopa Hooch RTDs in 150 Asda Express stores in the UK.
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