VK has expanded its product range with an NPD inspired by university culture and student drinking trends.
VK Squashka (RRP: £3.49/500ml) combined a “higher 7% ABV vodka and fruit juice” and offered “extra convenience” to students, said the RTD brand.
It has launched in three flavours - Apple & Blackcurrant, Orange & Pineapple and Cherries & Berries - and marks the brand’s first non-carbonated offering, created to appeal to new consumers “who seek an alternative to fizzy drinks”, it said.
The NPD takes its name from the student slang term ‘squadka’, used to describe a pre-drinks mix of fruit squash and alcohol, typically vodka.
The term has been popular among UK university students, with videos around ‘squadka’ or ‘sqaushka’ often racking up thousands of likes on TikTok, said VK.
VK Squashka is the ”UK’s only enhanced RTD in a resealable Tetra Pak”, according to the brand.
Enhanced RTDs have become the second-largest segment within convenience, growing at 19%, with 500ml formats now accounting for more than half the category sales, it added.
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 dancefloor.”
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