VK has announced an expansion of its newest offering north of the Scottish border, securing a listing for the brand’s latest RTD, VK Squashka, in Scotmid Co-operative.
VK Squashka has launched across 180 stores for a six-week promotional period, until 6th March, with 85 stores serving as core RTD outlets – showcasing genuine demand for convenient, flavour-led formats within Scottish convenience retail.
Scottish customers can now get their hands on the full range of fizz-free nostalgic fruit flavours; Apple & Blackcurrant, Orange & Pineapple, and Cherries & Berries, priced at £3.79 per 500ml carton.
Despite only making up 8% of the population, the Scottish RTD market continues to flourish, generating 14% of the total UK RTD category value (£29.2 million).[1] This performance positions VK’s latest NPD to be a regular purchase and become a familiar favourite.
The brand is continuing to live up to its reputation as the number one student RTD, with VK Squashka being born from the university cultural phenomenon which sees students mixing their own “Squashka” (or “Squadka”) as a pre-drinks ritual.
VK Squashka also offers extra convenience, as the UK’s only enhanced RTD in a resealable Tetra Pak – delivering a stronger flavour impact, higher 7% ABV, and a fizz free product built for pre-drinking and on-the-go sipping.
The 500ml grab-and-go format is ideal for Scottish students and young adults who are increasingly favouring at-home and at-friend’s drinking moments, often buying fewer drinks on nights out and seeking better value in advance.
Holly Bolus, Senior Brand Manager at VK, said: “It’s been nearly three months since we launched VK Squashka and we’re thrilled to be working closely with Scotmid Co-operative to roll it out to consumers. It’s got all the flavour our fans love us for, with a higher ABV, minus the fizz – plus it’s in a resealable and recyclable carton, so it can be enjoyed anywhere and anytime.
“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 changing drinking habits and connect with one of our core demographics here in Scotland. 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 dancefloor.”
To find out more information, visit: https://www.vkofficial.com/vk-squashka/.
[1] https://www.linkedin.com/pulse/scotlands-dynamic-ready-to-drink-category-ljdwe/