RTD brands in distribution shake-up

18 May, 2012 by

By Amy Looker

The RTD category is set to get a shake-up, as one brand switches distributors and a new brand launches onto the market.

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Suntory Australia announced today that they will be taking over the national distribution of the WKD range of RTDs from BDS Marketing, who launched the brand in Australia in 2006.

WKD is owned by the UK-based Beverage Brands, where it is among the top selling RTDs on the UK market.

“This is a very exciting time for WKD to be working with a company which has a fantastic global background and a solid structure of brands in place,” said Nicola Randall, brand manager in Australia for Beverage Brands.

“We look forward to entering into a new era with Suntory and taking the brand to the next level.”

Suntory managing director Ian Atherton said the company was excited to welcome WKD to the Suntory Australia portfolio.

"It is a great brand which has seen impressive growth in the domestic market, something we are looking forward to capitalising on as we build the brand further."

BDS Marketing, who will continue distributing WKD up until June 1 when it officially hands over to Suntory Australia, has launched Vodka Sinsation, a vodka-based RTD range inspired by the seven deadly sins (pictured).

“The Vodka Sinsation range is a refreshing addition to the popular light spirit RTD category,” said Craig Stewart, national sales manager at BDS Marketing.

“We believe the Vodka Sinsation premium quality vodka, in conjunction with the exciting flavour choices such as Iron Brew, Arctic Blue and Cloudy Apple will have a strong affinity with the target market, giving strong initial consumer uplift and repeat purchase.”

The launch of the range will be supported by an integrated marketing plan including a 'sinful' viral campaign, point-of-sale displays and gift with purchase items featuring the Vodka Sinsation ‘Live in Sin’ strapline.

Vodka Sinsation has an ABV of 4.5 per cent and an RRP of $13.99 per four-pack.