Iconic RTD brand, VK, has announced a bold, zesty new Lemon & Lime flavour, landing in bars and stores nationwide this March.
VK, the UK’s No.1 RTD for students for over 10 years, is cranking up the energy with the launch of its brand-new Lemon & Lime drink, inspired by consumer demand.
A standout fan favourite from VK’s We Are Flavour campaign – where consumers pitched weird and whacky flavour ideas – the latest addition blends zesty citrus with the brand’s signature party spirit. This launch marks a bold step for VK, reinforcing its belief that great taste speaks for itself. By moving away from its traditionally vibrant colours and introducing a fresh, crystal-clear liquid, VK proves that its iconic flavour profiles – not just its eye-catching hues – are what truly set it apart.
With a sharp citrus twist and smooth vodka kick, the new VK Lemon & Lime is the perfect party fuel for every occasion – whether it’s Fresher’s Week, pub sessions, house parties, or day clubbing. And with 64% of VK drinkers aged over 31, it’s just as much for the OGs who bring the energy (and the adult money) as it is for the next-gen party crowd.
Rolling out its 275ml Lemon & Lime SKU to the on-trade in late March, VK is designed for speed of serve – ideal for bars, nightclubs, and event spaces looking to keep queues moving and drinks flowing. Its crystal-clear appearance, combined with bold, full-on flavour, also makes it a versatile addition to cocktail sharers and fishbowls, offering a unique edge over alternatives.
Meanwhile, VK Lemon & Lime is also turning up the flavour in retail, launching from late March with a 70cl SKU, followed by a brand-new 275ml mixed pack from April onwards. Available in major retailers like Tesco, Asda, and Morrisons, as well as online via Good Time In, it’s now easier than ever for consumers to stock up and get the party started – wherever, whenever.
To celebrate the launch, VK is taking over key student cities and party hotspots, bringing VK Lemon & Lime directly to its core Gen Z audience via exclusive merch drops, university society collaborations, and prizes that take the party to the next level. Additionally, the brand will be rolling out in-store activation support to help drive awareness of the new mixed pack featuring VK Lemon & Lime, ensuring consumers can easily get their hands on the latest addition to the range.
Holly Bolus, Senior Brand Manager for VK, said: “Flavour is at the heart of what makes VK stand out, and we’re thrilled to bring VK Lemon & Lime to our range. It’s a flavour that Gen Z love and one that Millennials remember fondly. Plus, with our first-ever clear fruity VK, we’re proving that the flavour speaks for itself – it’s a clear choice in every way. We’ve gone all out to make this our biggest launch yet, with huge activations, retail expansion, and party experiences to match!”
VK Lemon & Lime is available nationwide in bars, nightclubs, Tesco, Asda, Morrison’s, B&M, Home Bargains, and online at Good Time In from early April.
For more information, please visit: https://www.vkofficial.com/
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