May 2006


WKD has surged to become the No 1 ready-to-drink brand in the on-trade in the most recent bi-month audit period — a sales landmark driven by the introduction of the new variant, WKD Red.

WKD claimed the top spot in the rankings from long-established leading brand, Smirnoff Ice, in terms of both its volume and value sales performance¹.

The brand’s sales success during the key October/November 2005 audit period was as follows:
– WKD increased its volume sales by 7.5% compared with the same period the previous year.
– WKD also made significant progress in terms of value business by taking a 40.1% value share of RTD sales.

Karen Salters, Marketing Director of Beverage Brands, says: “It’s a fantastic achievement for the brand and illustrates its growing appeal to consumers drinking RTD brands in pubs and bars.

“The successful pre-Christmas launch of WKD Red has obviously helped to generate new sales momentum for the brand at a time when there is limited growth in the RTD category as a whole. The consumer reaction to WKD Red in its first few months on the market has been very positive and that is why we are upbeat about its sales prospects in 2006.

“We certainly appreciate that this is only a one-off sales period and that WKD is still No 2 measured on 12-month basis but we are also making progress over the longer term and gaining ground very fast on the leading brand.

“In the meantime, we are committed to driving the success of WKD in 2006 with heavyweight marketing support backed up with added-value promotions to help retailers maximise the growing sales potential of WKD.”

Source for all stats: AC Nielsen/GB On-Trade/Period to Oct/Nov 05. |x|