The partnership marries the exceptional quality of bottlegreen’s award-winning cordials with the expertise of Edwards 1902 in crafting premium vodka. Available in three 5% ABV flavours – Elderflower; Raspberry; and Lime & Mint (RRP £2.50) – the 250ml vodka spritz cans are stocked by Sainsbury’s and Morrisons; and also obtainable from the Edwards 1902 website and other reputable outlets.

The cans result from the fusion of superior-tasting ingredients with mixology expertise. With all variants boasting less than 150 calories, the cans offer guilt-free indulgence for consumers who crave both flavour and quality.

The range is being launched with social, influencer and sampling campaigns which will extend throughout the summer, as well as shopper activation within stockists to encourage trial.

The ready-to-drink can market is worth £707m RSV* and growing at +14%, driven predominantly by cocktails and other higher ABV RTDs.

“We are thrilled to unveil this collaboration between bottlegreen and Edwards 1902,” said Sarah Lawson, Head of Marketing at Bottlegreen. “Our shared passion for quality and superior taste has resulted in a vodka spritz range that delivers a truly refreshing alternative for the ready-to-drink can market.

“The RTD category is dominated by high ABV cocktail cans that are often high in calories and sugar. Our research identified a gap for something premium and lower in calories but without any compromise in taste – a common need that was only currently being fulfilled by gin-based products.”

Emma Hamilton, co-founder of Edwards 1902, added: “This exciting collaboration brings together not only the finest flavours and ingredients into a new RTD format, but also celebrates a fantastic partnership between two successful British brands with a shared passion for quality and heritage.”

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WKD X, which draws its inspiration from the energy drinks category, is the bold initiative from SHS Drinks that has allowed the WKD brand to quickly make its mark in the fast-growing ‘enhanced RTD’ segment of the RTD category. Available in single cans only, WKD X is an alcoholic drink containing caffeine, guarana and taurine, and competes in the buoyant high energy/higher ABV segment.

This autumn, the current WKD X range of two variants is expanding to three trend-led flavours, comprising Mango Passion, Dark Berry, and Blue Raspberry. Evolving the WKD X offering to include new Mango Passion and new Dark Berry variants reflects increasing RTD consumer preferences for enticing fruit flavours.

The eye-catching new pack designs use strong, confident colourways to differentiate the three flavours and maximise shelf stand-out. Created to look equally impactful both in chiller units and in consumer hands, the new graphics give greater prominence to the ‘X’ design elements so as to amplify the sub-brand messaging.

All three WKD X fruit flavours will be available in both standard formats and £2.99 price-marked pack (PMP) alternatives. Both the standard pack and PMP 500ml single cans will continue to be available in trade packs of 12 units.

The introduction of enticing new flavours and new-look cans will be supported from January by huge influencer and social media campaigns. In addition, the WKD team of student ambassadors will bring activity to life on campuses and in student towns nationwide in the spring term through innovative programmes of sampling, a presence at key university events, and the creation of localised social media content to drive engagement. A series of intriguing UK-wide pop-up events and high-profile guerilla marketing activities will also take place in key cities to raise awareness of the new packs and flavours amongst WKD X’s core 18 to 24-year-old target audience.

SHS Drinks will be directly supporting trade partners to ensure the success of WKD X’s evolution through customer-specific social media, online advertising on retailer and wholesaler websites, and brand-led ads in key in-house publications and catalogues.

As the No.1 RTD in the UK in both the take home and on-trade channels² and a brand committed to leading expansion of the total RTD category, WKD X is perfectly placed to further grow the burgeoning enhanced RTD segment. Enhanced RTDs are currently worth £33m in the impulse sector³ and SHS Drinks believes that, as a national, reputable brand, WKD X is set to drive further growth. WKD X Blue is already the No.1 enhanced RTD SKU in England and Wales in terms of rate of sale⁴.

Alison Gray, head of brand – WKD at SHS Drinks, says: “Since its introduction, WKD X has attracted an overwhelming response from both the trade and consumers, and this next stage of development is all about helping customers further grow the enhanced RTD segment. The high energy/higher ABV segment is seeing massive growth – at a rate well in excess of the total RTD category⁵ – and we know that ‘newness’ is key to continuing to drive sales⁶.

“Consumers want enticing new flavours and they want packs that look special and interesting so we’ve evolved our offering to better meet changing shopper needs. With three great fruity flavours, striking can graphics, a competitive £2.99 PMP option, and a comprehensive trade and consumer support package, WKD X is poised for a further step-change in sales.

The post WKD X: The Next Generation appeared first on Ireland's Forecourt & Convenience Retailer.

SHS Ireland has launched the all natural sugar-free Australian drinks brand, Nexba, which provides healthy alternatives to sugar-filled soft drinks.

Matthew Connole, sales lead EU, Nexba Beverage Co. said that the recent launch marks an ‘exciting and important milestone’ as the company grows its international brand presence.

“We will be working closely with SHS Sales and Marketing to maximise current opportunities and identify areas for growth, boosting Ireland’s naturally sugar-free soft drinks category as we seek to realise the full potential of the Kombucha portfolio,” he said.

The new range of Kombucha is available in three flavours – Strawberry and Peach, Mango and Mixed Berry.

The soft drink is full of live culture probiotics and is made using the globally patented ‘Nexba Natural Sweetener Blend’, which allows each drink to be completely sugar-free and contains nothing artificial, yet retains its bold, and fruity flavours, the company noted.

According to the Australian soft drinks brand, the new range is part of the company’s ongoing agenda to ‘tackle diabetes and obesity and improve gut health in Ireland’.

Alan Neill, commercial director, SHS Sales and Marketing, said that the Nexba’s Kombucha range is “unique”.

“The naturally sugar-free soft drinks category is one of Ireland’s most dynamic FMCG markets,” he said.

“The desire to stay healthy during the pandemic has accelerated the demand for such products, as health and well-being become a priority for consumers.”

Nexba is currently available in SuperValu, Centra, Spar and independent stores nationwide.

The post Nexba chooses SHS Sales And Marketing Ireland as new distributor appeared first on Ireland's Forecourt & Convenience Retailer.

Elaine Birchall, CEO of the SHS Group, has been awarded an honorary MBE as part of the Queen’s Birthday Honours List for services to economic development in Northern Ireland.

Elaine, who is originally from Co. Kildare, has led the SHS Group – a FMCG family-owned Group headquartered in Belfast – and is a long-standing CBI (Confederation of British Industry) member.

The SHS Group employs over 1,100 people in commercial offices and production sites in Northern Ireland, the Republic of Ireland and Great Britain.  The Group owns many household brands including WKD, Shloer, Maguire & Patterson matches, Zip firelighters and Meridian nut butters and distributes a portfolio of well-known brands including Colgate, Nurofen, Finish, Dettol, Ryvita and Tunnocks. The business has commercial offices in Belfast and Dublin.

Through her association with CBI NI, as a long-standing board member and more recently Vice Chair, Elaine has ensured Northern Ireland business issues have been represented to policymakers at all levels.

In partnership with Women in Business NI Elaine has volunteered her expertise to support and champion professional development for women, and she also sits on Business in the Community’s NI Board who work to deliver the region’s responsible business agenda.

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