The new WKD Original Vodka Purple, a mixed-berry flavour, has been rolled out on supermarket shelves and in off-trade and on-trade venues, with the strapline "It's new. It's WKD. It's purple".
It is the first new product in the brand's ready-to-drink range since the launch of the WKD Red cherry variant in 2006. The range also includes Blue and Iron Brew.
The latest drink will initially run as a limited edition to test its popularity.
To accompany the launch, Big Communications has created work for a campaign that will appear on television, outdoor, trade press and point of sale, set to go live in May.
The agency has also helped the brand develop its packaging for the product.
In October last year, the Beverage Brands-owned alcopop drink which followed the activity of a fictional former employee on the run.
Deborah Carter, WKD marketing director, said: "This is a tremendously exciting launch for WKD and demonstrates our continued investment in the category and support for the industry as a whole."
Dylan Bogg, Big Communications chief executive, said: "WKD's brand work continues to outperform even the massive spenders in the marketplace, which is testimony to having a consistently strong, recognisable brand message."
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