Halewood launches Red Square into pre-mix cans
Halewood Wines & Spirits has launched a new pre-mix can range to extend the reach of its Red Square Vodka.
The range, which features Sloe & Lemonade and Toffee & Apple flavours, is available throughout the off-trade in 5% abv single-serve, 250ml cans. Price-marked packs (PMPs), designed for the impulse and convenience channels, are also available for the new format, offering two cans for £3.
The flavours were developed following the popularity of Red Square’s new Sloe and Toffee vodkas, launched last year.
Pre-mixed cans appeal to a younger and predominantly female audience, according to Halewood, and it hopes this format will bring new consumers to the brand.
A spokesperson for Halewood Wines & Spirits commented: “The Red Square cans will capitalise on increasing consumer popularity for both pre-mix cocktails and our new Red Square flavoured vodkas.
“The bold, colourful designs of the Red Square cans creates significant stand-out on shelf for retailers, and the convenience of the can format will help to drive consumer demand over the summer months.
“There continues to a high level of consumer interest in pre-mix cans, with an average growth of 17.7% across all brands with a 250ml serving (Nielsen, 12 months to w/e 10 October 2015), which Red Square will now be able to tap into.”
Meanwhile, Halewood has also added a Raspberry Mojit variant to its Caribbean Twist range. It has also made all Caribbean Twist variants available in PMPs at £2.79 a bottle.