Kingsland Drinks has announced that its Vin Crowd brand has collaborated with online clothing retailer Nasty Gal this year for an on-pack takeover. Launching in Summer 2021, the Nasty Gal collaboration will offer consumers the chance to win seasonally themed prizes and provide Vin Crowd shoppers with a 10% discount for Nasty Gal. Going into its second year, Vin Crowd hopes the collaboration will support the growth in its Gen Z shoppers, tapping into the student demographic looking for fun on-the-go offerings in the Summer months.

Brand manager for Vin Crowd, Fiona Nicholls, said: "Nasty Gal taps into a young shopper demographic; for us this is the of-age drinkers and students. We know from how these shoppers interact that they are looking for social tribes and this reflects in what they purchase. Nasty Gal is a thriving brand with a core following among young adults, Vin Crowd has a similar shopper profile, so the brand partnership feels like a natural fit. We are hoping to maximise on Nasty Gal’s established reach, and the thriving community it has built, to grow in our second year and drive purchase in-store."