It is sold and heavily marketed in the United Kingdom and Ireland with the slogan ‘Have you got a WKD (for "wicked") side?’, and also in many countries in mainland Europe.

[citation needed] The WKD bottling facility in Ayrshire, Scotland closed in November 2022 due to rising costs.

[2] WKD originally contained 5.5% alcohol by volume (ABV), but this was reduced to 5% in October 2003,[3] to 4.5% on 25 July 2005, and later to 4%, current as of 2022.

The TV adverts feature men pulling pranks or behaving in a strange or selfish manner for the beverage.

[4] Along with several other alcopop or RTD producers, WKD were considered by the UK ASA to be using advertising likely to appeal to under-18s,[5] and some of their TV adverts were banned.