Global Brands has given its VK range a new premium look with embossed bottle necks and metallic labels.

The new design, which also features slimmer bottles, will be available to both the on and off-trade by the end of this month.

The changes are the first for the brand since its launch in 1999 and are part of Global Brands’ £10m ‘Make a VKend of it’ campaign, designed to reinvigorate the RTD category.

“We’ve adapted to meet the consumer’s needs and prepare VK for increased exposure,” said marketing director Simon Green. 

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