Global Brands adds VK Pear to Vodka Kick range

The new innovation, which will be available from October, is aimed at appealing to the many consumers who have a taste for fruit flavoured drinks, following on from the success of pear-flavoured cider.

It is packaged in a distinctive amber glass bottle with a striking logo to increase its visibility on shelf.

The launch of VK Pear has been prompted by research suggesting that the pear category is the fastest growing flavour within beers, wines and spirits.

Serving a pear-flavoured drink in an RTD format increases the speed of service, and ensures maximum flavour is retained by not diluting the flavour with ice.

Recent taste tests have shown that pear has a strong appeal to both males and females, increasing the target market for the product.

Steve Perez, chairman of Global Brands, comments on the launch, “Pear-flavoured drinks have enjoyed a huge increase in popularity recently. It’s not just cider that has become more popular, but the flavour itself. Providing a pear-flavoured drink in an RTD format gives consumers their favourite taste in an easy and convenient format.”

VK Pear will have an ABV of 4% and will be available in a 275ml format.

VK Vodka Kick is a vodka based ready-to-drink available in six other flavours, VK Orange, VK Blue, VK Ice, VK Cherry, VK Apple, and VK Tropical – and now VK Pear.

The VK Vodka Kick brand is supported by a £10million annual marketing spend, with an extensive launch campaign planned for VK Pear.

For further information on the VK Vodka Kick range, visit [l-www.globalbrands.co.uk]www.globalbrands.co.uk[/l] or call Kate Hodson on 01246 868 931.