In addition to a colourful new look, the pack now includes the newest flavour, VK Watermelon, which was launched after a crowd sourcing campaign to find a new variant. VK Watermelon received 33,000 consumer votes and the campaign was viewed by over six million people (GBL Data).

The VK mixed pack is up by 18% in value and 19% in volume  year on year (Nielsen). The mixed pack also has the best rate of sale of all ready-to-drink 10-packs, adding almost £2 million to the category in the last year (Nielsen).

2019 marks the 20th anniversary of the brand, with a summer of activity ahead and a  multi-channel campaign kicking off in May.

Charlie Leaver, brand manager at Global Brands, says: “As the number one RTD for students (NUS), having a look that appeals to the 18-24 audience is key and we know that the loud visuals of the new mixed pack will resonate with our demographic. The vibrant pack also makes for an eye-catching spot when on shelf, tying in with our fun coloured liquids and fruity flavours.”