Wkd

What Wkd does

WKD is a UK alcoholic beverage brand operated by SHS Sales and Marketing GB Ltd, a private limited company registered in Northern Ireland (NI016607), founded in 1996 and headquartered in Brockworth, England with operational addresses in Belfast and Peterlee. The company produces premixed vodka-based ready-to-drink (RTD) beverages organised into five sub-brands: a core flavoured range at 3.4% ABV (Blue, Cherry Ice, Purple Grape, Iron Brew, Orange & Passionfruit), the higher-ABV WKD X line at 7% with added caffeine, taurine and guarana, the WKD Vibe cream liqueur range at 15% ABV for shots and layering, an alcohol-free WKD 0% range at 24x250ml, and a WKD Cocktails premix line including Blue Lagoon, Cheeky V and Venom. The portfolio is sold through a direct-to-consumer Shopify e-commerce storefront (wkd.co.uk) with free delivery over £28, supported by a trade/wholesale channel reaching stockists and licensed venues. Customers are UK consumers aged 18 and over, primarily young adults seeking RTD alcoholic and alcohol-free options for social, party, and hosting occasions; marketing is concentrated on Instagram organic content and an email newsletter. The operating entity has 11-50 employees, no disclosed funding rounds, no parent company, and no AI or proprietary technology stack beyond standard Shopify commerce tooling.

Name

Wkd

Legal name

SHS Sales and Marketing GB Ltd

Website

https://wkd.co.uk

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

WKD is a UK RTD vodka beverage brand selling premixed alcoholic and alcohol-free drinks (Core, X, Vibe, 0%, Cocktails) to UK adults aged 18+ via a Shopify D2C site and trade/wholesale channels, targeting social and party occasions.

Ownership category

akta.pro rank

Product category

Alcoholic Beverages

NAICS

Beverage Manufacturing (3121), Distilleries (312140)

SIC

Beverages (2080)

akta.pro primary industry

Ready-to-Drink (RTD) Alcoholic Beverage Production (Canned Cocktails, Hard Seltzer) (AFAFAAAE)

akta.pro secondary industry

Ready-to-Drink (RTD) Alcoholic Beverages & Brands (Canned Cocktails, Hard Seltzer) (CRADAIAD)

Keywords

• Premixed alcoholic beverages
• Ready to drink cocktails
• Vodka mixed drinks
• Alcopop beverages
• Flavoured alcoholic drinks

Headquarters

HQ city

Brockworth

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer sales through their branded Shopify-powered website, selling alcoholic beverages including ready-to-drink cans, cocktails, and merchandise. Customers purchase online with delivery to their address.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

WKD sells ready-to-drink (RTD) flavoured vodka-based alcoholic beverages under multiple sub-ranges including WKD Core, WKD X (energy-infused), WKD Vibe (cream liqueurs), WKD 0% (alcohol-free), and pre-mixed WKD Cocktails. Products are packaged in 700ml bottles and multi-packs (4x, 8x, 10x, 12x, 24x) and sold primarily direct-to-consumer through the brand's own Shopify-powered website, with broader UK retail distribution.

Product overview

WKD is a UK-based alcoholic beverage brand offering a portfolio of premixed vodka-based drinks. The core product line consists of flavoured ready-to-drink cans (WKD Blue, Cherry Ice, Purple Grape, Iron Brew, Orange & Passionfruit) at 3.4% ABV. The portfolio expands into: WKD 0% (alcohol-free versions), WKD X (higher ABV at 7% with added caffeine, taurine and guarana for energy), WKD Vibe (15% ABV liqueur shots designed for layering), Cocktails (premixes like Blue Lagoon, Cheeky V, Venom at 6.5% ABV), and Pick N Mix bundles for custom 40-can selections. The company also sells merchandise (reversible bucket hats) and various mixed bundles. All products are powered by Shopify e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• WKD Core Range: Classic ready-to-drink vodka-based beverages in various flavours (Blue, Cherry Ice, Purple Grape, Iron Brew, Orange & Passionfruit)
• WKD X
• WKD Vibe
• WKD 0%
• WKD Cocktails

Products and services

• WKD Blue 700ml The signature blue-flavoured vodka mixed drink in a 700ml bottle, sold individually and as part of mixed bundles, targeted at UK adult social drinkers.
• WKD Cherry Ice 700ml Cherry-flavoured vodka-based RTD in a 700ml bottle, part of the WKD Core range available through the D2C site and UK retail.
• WKD Purple Grape 700ml Grape-flavoured vodka-based RTD in a 700ml bottle, part of the WKD Core range.
• WKD Iron Brew 700ml Iron Brew-flavoured vodka-based RTD in a 700ml bottle, part of the WKD Core range.
• WKD Orange & Passionfruit 700ml Orange and passionfruit-flavoured vodka-based RTD in a 700ml bottle, part of the WKD Core range.
• WKD Mixed Pack (10-pack variety) A 10-bottle mixed variety pack of WKD Core flavours for parties or group occasions, sold via the D2C store.
• WKD 0% 700ml An alcohol-free, zero-ABV version of the WKD flavoured vodka-style drink in a 700ml bottle, targeted at adult consumers seeking a non-alcoholic option.
• WKD X Blue Raspberry 700ml Blue raspberry-flavoured vodka-based RTD with caffeine/energy infusion in a 700ml bottle, part of the WKD X sub-range.
• WKD X Citrus Ice 700ml Citrus ice-flavoured vodka-based RTD with energy infusion in a 700ml bottle, part of the WKD X sub-range.
• WKD X Purple Grape 700ml Purple grape-flavoured vodka-based RTD with energy infusion in a 700ml bottle, part of the WKD X sub-range.
• WKD X Mango Passion 700ml Mango and passionfruit-flavoured vodka-based RTD with energy infusion in a 700ml bottle, part of the WKD X sub-range.
• WKD X Tropical Crush 700ml Tropical crush-flavoured vodka-based RTD with energy infusion in a 700ml bottle, part of the WKD X sub-range.
• WKD X Dark Berry 700ml Dark berry-flavoured vodka-based RTD with energy infusion in a 700ml bottle, part of the WKD X sub-range.
• WKD X Squad Mixed Case A mixed-case multi-pack bundle of WKD X energy-infused flavours, sold via the brand's D2C store.
• WKD X Fruit Blast Mixed Case A multi-pack mixed-case bundle of fruit-flavoured WKD X variants, sold via the D2C store.
• WKD X Beach Bliss Mixed Case A multi-pack mixed-case bundle of tropical-flavoured WKD X variants, sold via the D2C store.
• WKD Vibe Blue 700ml Blue-flavoured vodka-based cream liqueur RTD in a 700ml bottle, part of the WKD Vibe sub-range.
• WKD Vibe Tropical 700ml Tropical-flavoured vodka-based cream liqueur RTD in a 700ml bottle, part of the WKD Vibe sub-range.
• WKD Vibe Baby G 700ml Baby Guinness-style flavoured vodka-based cream liqueur RTD in a 700ml bottle, part of the WKD Vibe sub-range.
• WKD Vibe Strawberry 700ml Strawberry-flavoured vodka-based cream liqueur RTD in a 700ml bottle, part of the WKD Vibe sub-range.
• WKD Blue Lagoon Cocktail 700ml Blue Lagoon-style pre-mixed vodka cocktail in a 700ml bottle, part of the WKD Cocktails range.
• WKD Cheeky V Cocktail 700ml Cheeky V-style pre-mixed vodka cocktail in a 700ml bottle, part of the WKD Cocktails range.
• WKD Venom Cocktail 700ml Venom-style pre-mixed vodka cocktail in a 700ml bottle, part of the WKD Cocktails range.
• WKD Pick N Mix Bundle A customisable Pick N Mix multi-bottle bundle allowing buyers to choose their own WKD flavour combination for parties or social occasions.
• WKD Mixed Bundle A mixed-bottle bundle of assorted WKD Core, X, Vibe, and Cocktail flavours sold via the D2C store.
• WKD Blue Mix Bundle A blue-themed mixed-bottle bundle of WKD blue-flavoured SKUs across the Core and Vibe sub-ranges.
• WKD Vibe Squad Bundle A mixed-bottle bundle of WKD Vibe cream liqueur flavours sold via the D2C store.
• WKD Reversible Bucket Hat A reversible branded WKD bucket hat sold as branded merchandise through the D2C store, extending brand lifestyle appeal.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationShopify provides the e-commerce platform powering wkd.co.uk, enabling online sales, payment processing, and order fulfillment. WKD's website and online store are hosted by Shopify.

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Diageo: Diageo is the global spirits major behind Smirnoff, Captain Morgan, and Gordon's, with extensive UK RTD distribution. While WKD is not in Diageo's portfolio, Diageo sets pricing, promotion, and shelf-share dynamics that materially shape WKD's competitive environment.
• Bacardi Breezer: Bacardi Breezer is one of the longest-running UK RTD brands, sold in fruit-flavoured bottles/ cans at similar ABVs to WKD Core. As part of the Bacardi portfolio it enjoys strong distribution and brand recognition in the same UK on-premise and off-premise channels WKD targets.
• Smirnoff (Diageo): Smirnoff Ice is the global benchmark for vodka-based flavoured RTDs and competes head-to-head with WKD's core range in UK convenience, grocery, and on-premise channels. Backed by Diageo's marketing scale, it is the most direct large-brand competitor to WKD.
• Asahi Group: Asahi owns multiple UK-relevant alcoholic beverage brands and brings significant trade marketing and on-premise scale. As an incumbent with comparable flavoured and RTD exposure, Asahi is a relevant benchmark for category strategy and channel investment levels.

Direct peers

• Funkin Cocktails: Funkin is a UK-based RTD cocktail brand sold through grocery, hospitality, and DTC channels. Like WKD Cocktails, it serves the at-home and on-premise pre-mix occasion, with overlapping SKUs in fruit-led cocktails aimed at adult social drinkers.
• VK (Vodka Kick): VK is the closest UK-only RTD vodka brand to WKD, sold through identical convenience, grocery, and student channels at similar price points and ABVs. Its flavoured RTD cans target the same young-adult, party-occasion consumer and compete directly on shelf and at point of sale.
• Mike's Hard Lemonade: Mike's Hard Lemonade is a flavoured malt-based RTD positioned similarly to WKD in convenience and grocery retail. It targets the same young adult, social-occasion consumer with sweet, fruit-forward flavour profiles and comparable ABV.
• Alizé: Alizé is a flavoured vodka-based liqueur range sold globally in distinctive bottles, comparable to WKD Vibe. Both compete in the flavoured, higher-ABV liqueur occasion aimed at shots and serves, with overlap in on-premise and at-home consumption.
• Two Chicks Cocktails: Two Chicks produces canned/bottled pre-mixed cocktails for the UK market, overlapping directly with WKD's Cocktails sub-range (Blue Lagoon, Cheeky V, Venom). Both target the same convenience, supermarket and DTC channels with comparable ABV and pack sizes.

Emerging players

• White Claw Hard Seltzer: White Claw is the category-defining hard seltzer that has rapidly captured UK RTD share among younger legal-age drinkers. It overlaps with WKD on occasion (social, casual drinking) and consumer (young adults) but differs on format and ABV, making it a partial substitute to track.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wkd-uk

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wkd