PARTYING LIKE IT'S 1999: VK CELEBRATES 10TH ANNIVERSARY

Global Brands is celebrating this month, as VK Vodka Kick marks its 10th successful year in business.

VK burst onto the scene in 1999 and quickly went from being the new kid on the block, to a serious competitor for the established RTDs on the market.

Undeterred by the staggering amount of competition, VK refused to follow the crowd and has innovated its way to becoming the third-biggest RTD brand in the UK.

The industry has changed a lot since 1999, and so too has VK as a brand.

Some of the last decade's controversial changes have rocked the market; seeing off the weaker brands and identifying the real market contenders. Here we take a trip down memory lane to recognise the evolution of the drinks industry.

• 1999: VK Vodka Kick makes its first appearance with VK Iron Brew and VK Watermelon. National minimum wage is introduced, resulting in higher pay for bar staff


• 2001: VK Blue is introduced to the market and fast becomes the best seller in the VK range

• 2002: Heavy tax duties are imposed on to the RTD sector, with an average price increase of 11 pence


• 2005: 24-hour licensing laws are introduced across Britain, leading to falling numbers of people going to nightclubs and in turn, RTD sales


• 2006: Health Secretary, Patricia Hewitt calls for further increases on RTD tax duty, and the 'Know Your Limits' campaign is launched to combat binge drinking


• 2007: Smoking ban is introduced in July, and sales fall further. Pubs start to close at an alarming rate - at one point hitting four closures per day


• 2008: VK invigorates the RTD category by launching an industry first - the VK Mojito, a cocktail in a bottle. The explosion of pear ciders on to the UK market presents a problem for the RTD sector, with flavoured ciders available in a ready-to-drink format for the first time. Global Brands provides a solution to the problem - VK Pear, which in 2009 scoops a Quality Drink Award


• 2009: The Queen applies for an alcohol licence at her Balmoral estate - VK offer assistance with the bar - the Royal Press Office declines. Global Brands joins forces with over 45 of the leading drinks companies to launch a £100 million social marketing campaign regarding responsible drinking and also introduces another first to market: VK LO - the new low calorie, low alcohol RTD

VK has managed to overcome some of the most difficult challenges during its 10 years, and now the brand can celebrate being the only Top 5 RTD still growing, having the fastest growing rate of sale in the convenience sector and being the No.1 RTD in Luminar, Barracuda, M&B and the NUS.

Global Brands is looking forward to another successful ten years at the heart of this seemingly unstoppable sector.