Global Brands has looked to the on-trade for a high street cocktail favourite with the newest addition to its award-winning RTD range – VK Cheeky.

VK Cheeky has been launched in response to consumer demand for premium fruity mixed berry drinks, and is a bottled version of the on-trade 'Cheeky V' cocktail.

Launched this week, VK Cheeky has already received listings with a national wholesaler and will be available from March in both the on and off-trade.

VK Cheeky is a mixed berry drink with blackcurrant, grape and raspberry juices and a vodka kick.

Developing innovative new flavours for the VK flavour range forms part of the brand's new £10m marketing push, which will target consumers through an extensive social media campaign, music festival sponsorships, promotional activity and advertising.

VK brand manager, Kate Hodson, commented:

"The 'Cheeky V' cocktail has been consistently popular with our target market (18 to 24 year-olds) for years, but a premium, convenient, hassle-free and great tasting bottled version hasn't been readily available – until now.

"VK Cheeky allows the consumer to enjoy the perfect serve of one of their favourite drinks every time, and we are also developing new long drinks, cocktails and pitchers to entice the consumer and support our customers."

The new VK flavour will be supported through nationwide sampling events, trade advertising and premium point of sale, such as posters, bar runners, bottle towers and tent cards.