VK, the best performing traditional RTD in the on and off trade markets¹, has become the first of the flagship ready to drink brands to launch in a new 500ml format.
Global Brands has unveiled ‘The Big Blue’, a 500ml version of VK Blue which is designed to be enjoyed straight from the bottle, over ice in a pint glass or as an ingredient in the brand’s iconic shared fishbowl and pitcher serves.
Available in both on and off trade markets, the new format will capitalise on the evolving drinking habits of RTD consumers as their dwell time and the trend towards longer drinks increases.
Global Brands Marketing Director, Simon Green commented: “The RTD category is still in growth and worth £419m¹ to the on trade. The brands that are winning have evolved, adapted and innovated to find new ways of fulfilling today’s consumer’s needs.
“The resurgence of RTDs is partly due to the popularity of 500ml, which is worth £82 million to the on trade and growing at +30%². The category commands a higher retail selling price and therefore increases spend per head, but the trade was missing out by not having a well established, traditional RTD in the mix.
“‘The Big Blue’ fulfils a number of roles for the consumer, from a refreshing ‘straight from the bottle’ serve to a colourful, great tasting base for pitcher cocktails. VK Big Blue is the first of the traditional RTDs to move into 500ml and following the phenomenal success of a new generation of RTD brands, such as Hooch and Hooper’s, we’re confident that other VK flavours will soon be joining The Big Blue.”
¹CGA MAT P9 2012
²500ml RTD category based on GBL data to Jan 2013 & Crabbies on trade performance CGA data to Sept 2012