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."