WKD Original Vodka

WKD is a brand of alcopop produced by Beverage Brands. It is sold and heavily marketed in the United Kingdom and Ireland with the slogan ‘Have you got a WKD (for "wicked") side?’, and also in many countries in mainland Europe. AC Nielsen ranked it as the number-one UK ready-to-drink (RTD) alcopop in 2006.[1]

WKD Original Vodka
WKD logo
TypeVodka
ManufacturerBeverage Brands
Country of originUnited Kingdom
Related productsList of vodkas
Websitewkd.co.uk

Product information

WKD originally contained 5.5% alcohol by volume (ABV), but this was reduced to 5% in October 2003,[2] to 4.5% on 25 July 2005, and later to 4%, current as of 2020. The drink was launched in August 1996 in Scotland under the name 'Wicked'. Initially available in 330ml bottles, the bottles were later reduced to 275ml, matching other alcopops. The 275ml bottles are sold in pubs, bars, and shops across the UK, with shops also selling multipacks of 4,10 and 12, and 700ml bottles.

Varieties

Current varieties

As of 2020:

No.NameInformationRelease date
1WKD Blue"Mixed-fruit" flavour1996
2WKD Iron BrewOrange coloured, Irn-Bru flavour
3WKD BerryDark red, berry flavour
4WKD Mango CrushOrange coloured, mango flavour
5Passion FruitPeach coloured, passion fruit flavour
6NKD Blueberry and ElderflowerLow calorie, violet, blueberry and elderflower flavour2018
7NKD Lemon and LimeLow calorie, light green, lemon and lime flavour2018
8Pink GinPink, raspberry flavour2019
9Orange and PassionfruitYellow, orange and passionfruit flavour2019

1, 3, 4, 6 and 7 are sold in standard mixed multi-packs.

Discontinued varieties
  • WKD Original Vodka Silver
Clear, "tropical" flavour.
  • WKD Blonde
Apple-flavoured, but not cider-based; yellow.
  • WKD Core
Cider-based drink, apple-flavoured, green. Introduced 2009.
  • WKD Purple
"Mixed berry" flavour.
  • WKD Green
Green apple flavour.
  • WKD Orange
Orange-flavoured and coloured.
  • WKD Vegas
"Mixed fruit" flavour, dark purple.

Advertising

WKD Vodka has been heavily promoted in the UK. Promotion includes a TV advertising campaign, a national poster campaign, scoreboard sponsorship at Premiership football clubs, giving out samples in bars and clubs, sponsorship, and student tours. Their catchphrase "Have you got a WKD side?" was launched in 2000 and hit TV screens in 2001. The TV adverts feature men pulling pranks or behaving in a strange or selfish manner for the beverage.[3]

Along with several other alcopop or RTD producers, WKD were considered by the UK ASA to be using advertising likely to appeal to under-18s,[4] and some of their TV adverts were banned.

Sponsorship

WKD was a sponsor of the "WKD Shed Sports Show" which aired on Nuts TV, which had its own channel on Freeview and Sky but closed on 15 January 2009.

WKD has been a sponsor of the "WKD Nuts Football Awards" since this annual event began in 2006.[5]

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References
  1. "WKD surges to become no. 1 RTD brand". Beverage Brands / AC Nielson. Retrieved 18 January 2008.
  2. "WKD reduces ABV and passes duty saving on to customers". SHS Drinks formerly Beverage Brands. Retrieved 18 January 2008.
  3. "Our Brands". SHS Drinks formerly Beverage Brands. Retrieved 8 January 2008.
  4. "TV alcopops adverts 'broke rules'". BBC News Online. 26 September 2006. Retrieved 8 January 2008.
  5. http://www.comeonboro.com/awards/500013.php

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