VK has launched mixed multipacks will all new drink flavours and is giving fans the chance to try the exclusive bottles ahead of their release.
The iconic alcopop brand have opened the doors to their exclusive flavour development lab – the VK Flavour Vault – for the first time.
The doors to the vault are open for one week, and 20 winners will then be randomly selected to receive a special delivery of the limited edition summer flavour. However, only those who are subscribed to the VK email list will be invited to enter the competition.
Open from 15th May – 21st May, winners will receive the exclusive new flavour in the coming days.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
The news comes as Global Brands, parent company of VK, reported a record financial year where it saw a 26.6% increase in turnover to £84.4 million for 2022.
The new limited-edition range is being celebrated as according to a survey from student opinion platform Dig in, 42% of VK fans state the range of VK flavours is what they find most appealing.
Furthermore, more than half of VK’s volume is from flavours other than VK Blue, across both the off trade and on trade.
The alcopop brand has also been the leading RTD beverage for students for eight years in a row, according to NUS tracking data from 2021.
“We are so excited to open the doors to the VK Flavour Vault, the home of our flavour creation,” head of brand at Global Brands, Charlie Leaver said.
“We’ve championed flavour at VK since its inception, with a variety of limited-edition releases yearly, and flavourful additions to the core range including the new VK & SODA.”
He added: “Celebrate the launch of our next limited-edition release by entering the VK Flavour Vault, and having the chance to try our summer flavour before anyone else.”
