Alcopop brand
WKD, pronounced as Wicked, is a brand of alcopop produced by Beverage Brands. It is sold and heavily marketed in the United Kingdom and Ireland with the slogan ‘Have you got a WKD (for "wicked") side?’, and also in many countries in mainland Europe. AC Nielsen ranked it as the number-one UK ready to drink (RTD) alcopop in 2006.[1] In December 2014 to comply with alcohol tax laws and to minimise future tax increases, “Alcoholic Mix WKD” replaced the old “Original WKD”, and the old Original Mix is now no longer available in both the UK and Ireland. The small change to the alcohol element of the WKD was not intended to change the taste of the product and still contains triple distilled vodka. In addition, it contains an alternative alcohol base (not wine) to minimise tax. The actual recipe remains unchanged.[citation needed]
The WKD bottling facility in Ayrshire, Scotland closed in November 2022 due to rising costs.[2]
Product information
WKD originally contained 5.5% alcohol by volume (ABV), but this was reduced to 5% in October 2003,[3] to 4.5% on 25 July 2005, and later to 4%, current as of 2022. The drink was launched in August 1996 in Scotland under the name 'Wicked'. Initially available in 330ml bottles, the bottles were later reduced to 275ml, matching other alcopops. The 275ml bottles are sold in pubs, bars, and shops across the UK, with shops also selling multipacks of 4,10 and 12, and 700ml bottles.
Varieties
Current varieties
As of 2023[update]:
| No. |
Name |
Information |
Release date
|
| 1 |
WKD Blue |
"Mixed-fruit" flavour |
1996
|
| 2 |
WKD Pink Gin |
Pink coloured, raspberry flavour |
2021
|
| 3 |
WKD Iron Brew |
Orange coloured, Irn-Bru flavour |
1996
|
| 4 |
WKD Orange & Passionfruit |
Amber coloured, passion fruit and orange flavour |
2023
|
| 5 |
WKD Raspberry Lemonade |
Cerise coloured, raspberry and lemon flavour |
2021
|
| 6 |
WKD Berry Blast |
Red coloured, raspberry flavour |
2022
|
1, 2, 3, 5 and 6 are sold in standard mixed multi-packs.
Discontinued varieties
- WKD Original Vodka Silver
- Clear, "tropical" flavour.
- Apple-flavoured, but not cider-based; yellow.
- Cider-based drink, apple-flavoured, green. Introduced 2009.
- "Mixed berry" flavour.
- Green apple flavour.
- Orange-flavoured and coloured.
- "Mixed fruit" flavour, dark purple.
Advertising
WKD Vodka has been heavily promoted in the UK. Promotion includes a TV advertising campaign, a national poster campaign, scoreboard sponsorship at Premiership football clubs, giving out samples in bars and clubs, sponsorship, and student tours. Their catchphrase "Have you got a WKD side?" was launched in 2000 and hit TV screens in 2001. The TV adverts feature men pulling pranks or behaving in a strange or selfish manner for the beverage.[4]
Along with several other alcopop or RTD producers, WKD were considered by the UK ASA to be using advertising likely to appeal to under-18s,[5] and some of their TV adverts were banned.
