Ardagh Group - VK range gears up for Christmas

By: Ardagh Group  05-Apr-2012

Global Brands has unveiled further investment in the RTD category in the shape of new, premium-look bottles from Ardagh Group for its award-winning VK range.

For the first time since its launch in 1999, and to complete the range’s recent makeover, the VK bottles have been redesigned for a more premium look and feel, and to improve stand out on shelf and in the fridge. The bottle necks are embossed, and the new labels are metallic to give the brand more consumer appeal.

Simon Green, Global Brands’ Marketing Director said: “The new bottle shape is the final phase of VK’s makeover. With new branding, new flavours and a targeted marketing campaign, we’ve adapted VK to meet the needs of today’s consumers and prepare the brand for increased exposure in 2012.”

“Global Brands will continue to invest in RTDs because they are hugely important to the makeup of on and off trade outlets, with products accounting for up to a quarter of fridge or shelf space. We’d encourage licensees and retailers to stock the brands that are adapting their offering to survive in a competitive market, and VK is one of the few brands that continues to drive interest in the category.”

In terms of volume growth, VK is the best performing RTD in the on trade. VK is outselling leading RTD brands by a four to one ratio in some instances.

The new-look VK bottles will be available in both on and off trade outlets by the end of November.

The brand re-design is part of the £10million ‘Make a VKend of it’ campaign, which aims to reinvigorate the RTD category and re-connect with consumers.

The information in this article was current at 27 Mar 2012

Contact Ardagh Group

Email - none provided

Print this page

Other news and updates from Ardagh Group


Ardagh Group - Acquisition of Boxal Group by Ardagh Group

Ardagh Group today announced that it has agreed to acquire the Boxal group of companies from Exal Corporation in a transaction involving a total consideration of approximately Eur 85 million. Boxal is a technically advanced aluminium container manufacturer supplying aerosols and bottles to a wide variety of industries including cosmetics, pharmaceutical, food and beverages.


Ardagh Group - Fresh Thinking 2011

An audience of leading marketing and packaging professionals from major brand owners around the world gathered in Paris recently for Ardagh Group’s latest and sixth 'Fresh Thinking Day' to hear a group of eminent speakers consider how innovative design can deliver more sustainable packaging.


Ardagh Group - The power of metal packaging in one volume

This is not the first reference work on exceptional packaging and graphic designs, but it is we believe the only one to focus solely on metal packaging,” says Woep Möller, Group Commercial Director of Ardagh Group, one of the world’s leading packaging companies who produced and published the book.