SHS introduces lower RRP on WKD 700ml glass bottle PMPs

SHS Drinks has announced that the price mark on WKD 700ml glass bottles is to be reduced from £3.79 to £3.29.

The RRP reduction, which is being phased in this autumn, represents a decrease of over 13%. The new price will apply on an ongoing basis across all flavours in the WKD 700ml range. WKD PMP bottles are exclusive to independents and available only through cash & carries and delivered wholesalers.

SHS Drinks expects the development to be welcomed by consumers during a prolonged cost-of-living crisis, and to grow rate-of-sale for independent retailers stocking the UK’s favourite RTD (Nielsen).

In addition to the reduction in on-pack price, SHS Drinks is introducing a new initiative with printed shrink-wrap on 700ml PMP cases. Bold graphics will display the new PMP rate, increasing trade awareness and supporting sales at cash & carry depots.

SHS Drinks’ PMP push marks the start of a key period for WKD sales which is bookended by the new university term on one side and the festive peak at the other. The brand is being backed by a full programme of autumn-winter activity to engage consumers and drive sales for the rest of the year.

Alison Gray, head of brand – WKD at SHS Drinks, says: “The focus and energy that we are putting into maximising PMP sales is testimony to the importance of the independent sector to WKD consumers. WKD is the No.1 volume RTD brand in impulse and WKD Blue 700ml is the category’s No.1 bottle SKU (Nielsen) and the brand’s flagship pack, so our renewed PMP focus starts from a robust base.

“WKD has always been a category pioneer and here we’re flying in the face of current inflationary trends to maximise value for both our consumers and our customers. The new PMP rate rolls back the years to pre-2022 levels, and our eye-catching innovative new shrink-wrap will stand out and ensure high trade awareness of the exceptional value that the UK’s No.1 RTD is offering.”