VK Blue 0.0% Comes as the Brand's First Alcohol-Free Option
Michael Hemsworth — May 13, 2024 — Lifestyle
References: vkofficial & talkingretail
VK Blue 0.0% is being launched in to the UK market as the brand's first alcohol-free cooler that responds to consumer lifestyle trends and a shift in demand. The drink features the brand's signature Blue flavor profile, but has a 0.0% alcohol content to make it a solid option for consumers to choose when looking to reduce or eliminate drinking habits. This follows on research that the brand commissioned amongst students in university towns in the UK in a bid to better understand how consumers aged 18 to 24 are evolving in terms of their drinking habits.
Spokesperson at VK Craig Chapman spoke on the VK Blue 0.0% saying, "We are proud to introduce our very first VK Zero available in our ‘OG’ Blue flavour. Our loyal VK fans are at the heart of everything we do, so recognising the changing drinking culture among 18-24s and supporting these choices through product innovation is incredibly important to us."The insights highlight a clear opportunity for on and off-trade stockists to support consumers’ changing needs and tastes, while providing greater choice when it comes to high-quality, fun, alcohol-free options.”
Spokesperson at VK Craig Chapman spoke on the VK Blue 0.0% saying, "We are proud to introduce our very first VK Zero available in our ‘OG’ Blue flavour. Our loyal VK fans are at the heart of everything we do, so recognising the changing drinking culture among 18-24s and supporting these choices through product innovation is incredibly important to us."The insights highlight a clear opportunity for on and off-trade stockists to support consumers’ changing needs and tastes, while providing greater choice when it comes to high-quality, fun, alcohol-free options.”
Trend Themes
1. Alcohol-free Alternatives - Consumers increasingly seek alcohol-free beverages that cater to their health-conscious lifestyle shifts.
2. Youth-driven Non-alcoholic Options - A growing demand among consumers aged 18 to 24 shows a preference for non-alcoholic drinks that don't compromise on flavor.
3. Lifestyle-centric Innovations - Brands are innovating to align with evolving consumer lifestyles that prioritize wellbeing and reduced alcohol consumption.
Industry Implications
1. Beverage Industry - The beverage industry is adapting to include more alcohol-free options as consumer preferences shift.
2. Health and Wellness Industry - An increasing trend of lifestyle-driven consumption patterns highlights opportunities within the health and wellness sector.
3. Hospitality Industry - The hospitality industry is responding to changing drinking habits by expanding their non-alcoholic offerings to satisfy a broader customer base.
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