VK is making its debut in the alcohol-free market with the introduction of VK Blue 0.0%. This decision comes as a response to changing market dynamics and consumer behaviors, which have identified low and no-alcohol products as the fastest-growing category in the on-trade sector, according to Neilson (NIQ) data.
In order to drive the development of VK Blue 0.0%, the company conducted research among students in key university towns across the UK. This initiative aimed to gain a deeper understanding of evolving drinking habits within the 18-24 age demographic.
The research findings indicate that nearly half (49%) of students are now consuming less alcohol compared to the previous year, with 32% planning to further reduce their intake in the upcoming months. The primary motivation for 79% of these individuals is focused on mindful socializing and connecting, as opposed to the mere buzz of alcohol.
VK Zero maintains the signature fruity flavor of VK Blue, but with 0% alcohol content. This offering appeals to individuals looking to cut back on their alcohol consumption or abstain altogether, making it a more inclusive option.
Unlike many competitors in this category, VK Blue 0.0% provides an added caffeine boost (32mg per 100ml, similar to standard energy drinks) to keep consumers energized throughout the night.
According to Craig Chapman, spokesperson at VK, “We are pleased to unveil our first VK Zero in the beloved Blue flavor. Our dedicated VK fans are at the core of our operations, and recognizing the shifting drinking culture among 18-24-year-olds and supporting these choices through product innovation is vital to us.”
Chapman emphasized the importance of on and off-trade stockists in catering to consumers’ evolving preferences and tastes, while expanding choices for high-quality, enjoyable alcohol-free options.
VK’s goal is to unite people in creating unforgettable experiences. With Blue being the top flavor, the decision to introduce a 0.0% version was a natural choice, generating strong interest from numerous customers already.
VK Blue 0.0% is not the sole new product joining VK’s lineup ahead of summer. The RTD brand is also unveiling its latest VK flavor, set to launch subsequent to the successful #WEAREFLAVOUR campaign, where consumers voted for the next product addition.
