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Global Brands taps into Gen Z’s penchant for RTDs
Global Brands has released a new Lemon & Lime flavour for its VK RTD brand this month. db finds out more about its route to market.
The launch, which was “a standout fan favourite” from the brand’s recent campaign where consumers pitched new flavour ideas also marks a move away from VK’s traditionally bright-coloured bottles and instead introduces “a fresh, crystal-clear liquid”.
Speaking to the drinks business about the launch, Global Brands head of brand Craig Chapman said: “We are always looking for ways to innovate and keep the Global Brands portfolio ahead of the curve, and VK is a shining example of that.”
Chapman told db: “As one of the UK’s most-loved RTDs, VK continues to lead the way by delivering exciting, on-trend flavours that keep consumers engaged. The launch of VK Lemon & Lime is the latest step in that journey – driven by consumer demand and reinforcing our flavour-first approach.”
Global Brands will begin rolling out the new 3.4% ABV VK Lemon & Lime variant in 275ml bottles to pubs and bars from late March and will also make the flavour available in 70cl bottles in retailers including Tesco, Asda, and Morrisons as well as via online store Good Time In. The retail push will then be followed by a 275ml mixed pack that will hit stores from April onwards.
To celebrate the introduction of the new flavour, Global Brands has revealed that it is set to take VK to “key student cities and party hotspots” in a bid to reach its “core Gen Z audience via exclusive merchandise drops, university society collaborations and prizes”.
The drinks company will then also be rolling out in-store activation support for VK to help drive awareness of the new mixed pack featuring the new flavour to ensure consumers can easily get their hands on the latest addition to the range.
Since the pandemic, a seismic shift has taken place with the way in which people socialise over drinks. As such, brand owners, like Global Brands, are learning to adapt to trends like at-home-drinking.
VK senior brand manager Holly Bolus told db: “We’re seeing that the ‘Big Night In’ occasion has continued to gain momentum, with Gen Z audiences in particular opting to socialise at home rather than go out. In 2024, research showed that 38% of consumers now prefer small social gatherings at home, enjoying the relaxed setting and ability to control their own experience. At the same time, 35% cited the cost-of-living crisis as a key factor influencing their decision to drink at home rather than spend money on expensive nights out.”
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There are, however, opportunities to tailor an approach to this.
As Bolus has explained: “Beyond affordability, home entertaining offers greater flexibility and personalisation. Nearly half of consumers (48%) like that they can curate their own atmosphere, whether that means a themed party, a games night, or simply enjoying drinks in a more comfortable setting. Additionally, 58% of people enjoy the quieter, more social environment of at-home drinking occasions, where conversation and connection take priority over the hustle and noise of bars and clubs.”
According to Bolus, with these consumer habits “shifting” RTDs like VK are perfectly positioned to meet the demand.
After all, as Bolus highlighted: “VK has long been a staple for house parties, pre-drinks, and casual nights in, offering a vibrant flavour range, a fun and social brand identity, and convenient mixed pack options that make sharing easy.”
As a consumer group, Gen Z is interesting because of the preference for socialising differently and it is by understanding this adaptation of habits that Global Brands is becoming more keenly attuned with while it puts plans in place for VK.
Bolus explained to db: “The launch of VK Lemon & Lime in a 70cl SKU and a new mixed pack means that stocking up for the perfect night in has never been easier. Whether it’s being enjoyed straight from the bottle, poured over ice, or mixed into cocktails, VK continues to bring the party energy to wherever the night takes you – whether that’s a nightclub, a house party, or a chilled night in with friends.”
Bolus added: “Flavour is at the heart of what makes VK stand out, and we’re thrilled to bring VK Lemon & Lime to our range. It’s a flavour that Gen Z love and one that Millennials remember fondly. Plus, with our first-ever clear fruity VK, we’re proving that the flavour speaks for itself – it’s a clear choice in every way. We’ve gone all out to make this our biggest launch yet, with huge activations, retail expansion, and party experiences to match.”
The VK brand also has a whole raft of events lined up. For instance, Global Brands is currently planning one of its biggest activations for the brand yet, with the new flavour launch being celebrated with a city centre dunk tank activation. Plus, as long time supporters of the LGBTQ+ community, VK will also be the sponsor for the Gaydio Awards after party and will be sponsoring Sheffield Vulcans at IGR as well as supporting Leeds Pride this year, alongside plans for Chesterfield and Cambridge Pride as well.
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