By Emma Weinbren2021-04-30T08:01:00+01:00
WKD is 25 years young. It’s stayed relevant by moving with the times, and joining forces with Love Island, says SHS Drinks MD Marcus Freer
WKD is officially older than its drinkers. The alcopop is celebrating its 25th anniversary – but its target audience is 18 to 24-year-olds.
It’s an irony not lost on Marcus Freer, MD of owner SHS Drinks, who says people are often unaware of the brand’s longevity. “No one really can believe it,” he says. “WKD has been written off so many times but it keeps coming back.”
The scepticism is perhaps understandable. In many ways, WKD feels like a product of a bygone era. At the time of its launch in the 1990s, alcopops were booming and lad culture was at its height. Since then, many of the big alcopop brands have fallen by the wayside. Laddishness, meanwhile, has given way to a new generation of more moderate drinkers.