Alcopop WKD is undergoing a transformation in a bid to appeal to today's 18 to 24-year olds.
A new bottle design, two new "skinny" variants and a new "WKD for the Now" campaign form part of the re-brand.
The new look is more sophisticated, says brand owner SHS Drinks, incorporating a contemporary new bottle and logo.
The recipes have not changed, and the liquid will remain 4 per cent ABV across all flavours, but the range has been consolidated to just four – Blue, Iron Brew, Berry and Passion Fruit, which is the re-named Blush variant.
The company is currently working on the final formulations of the new lower calories versions, which are scheduled for launch at the end of the year, while the new campaign will roll out at the same time as the new pack designs this October.
"This isn't a re-launch, it's a reinvention of the WKD brand which has championed the development of the RTD category over the last two decades," says Jo Sykes, who led the work.
"WKD is a great brand with a great track record, and it has a number of core product qualities - the right taste, the right level of alcohol, and it provides an energising lift - all of which have strong appeal for today's 18 to 24-year-old consumers, but as a brand proposition it needs to be made more relevant to this new generation of consumers."
The company hopes that the move will re-invigorate the £166m RTD category and bring a million new drinkers to the brand.