SHS announces a £10-million-plus investment in WKD for 2026

WKD is gearing up for its biggest year in over a decade, with SHS Drinks confirming a £10-million-plus investment programme for 2026.

The investment underpins a new direction for WKD, including a refreshed identity, a high-profile national marketing campaign, targeted digital growth, a targeted TV campaign, enhanced experiential activity and upgraded shopper marketing.

All activity is designed to supercharge WKD’s relevance with the next generation and re-energise the ready-to-drink (RTD) category at scale.

WKD enters 2026 with a strong performance:

+12% total WKD volume in the latest 12 weeks

+7% in impulse, driven by exceptional growth of WKD X at 72%

Blue WKD X has the highest rate of sale of all enhanced energy in the L12WE

+15% in multiples, with 2025 YTD +0.5%

WKD Core +16% cumulative growth

(Nielsen IQ 12W 01.11.2025)

This momentum creates a springboard for WKD’s most ambitious programme in years.

In planning for 2026, SHS Drinks has chosen not to renew WKD’s previous sponsorship of Love Island. The brand’s focus is now on launching its own major national campaign to mark its 30th anniversary, supported by significant investment.

Scott Bell, head of marketing at SHS Drinks, said: “WKD is gearing up for its biggest year yet. Turning 30 is a major moment for one of the UK’s most recognisable RTDs, and we’re investing more than £10 million in 2026 to ensure the brand shows up bigger, bolder and more culturally connected than ever.

“The momentum behind WKD gives us the perfect platform to bring the brand’s personality back to the forefront. We have an exciting programme lined up for the year, with a refreshed identity and a campaign that speaks directly to the next generation.”

WKD will begin unveiling elements of its 2026 relaunch early next year, including its national marketing campaign and Gen Z-focused TV plan.