Halewood International is relaunching its Red Square Reloaded RTD product and launching a Moscow Mule variant.
The developments are being backed by more than pound;500,000 of investment in product formulation, packaging and marketing support
The relaunch of Reloaded will involve a packaging makeover and marketing support covering POS, trade and consumer advertising, sampling and online promotion.
Halewood said the launch of a Moscow Mule variant containing vodka, ginger and lime had been undertaken to broaden the brand’s overall appeal and reach an 18-24 male and female audience.
Halewood International’s head of innovation Richard Clark commented: “These launches represent the latest in a series of developments this year. We have recognised that the RTD market has evolved considerably since it first burst onto the scene and we are looking to adapt to changing consumer tastes.”
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