Red squares up to Vladivar

27 July, 2007

Halewood International has repackaged its Red Square Vodka in a move to

strengthen its position in the mainstream

market.

The brand overhaul includes a simplified front label and redesigned bottle shape, with the eagle logo embossed on the back.

Marketing controller Richard Clark said the new look was designed to position Red Square as a competitor to vodka brands under 10 rather than more expensive premium names . "It's a different proposition to Smirnoff and not in

Absolut's area. It's in the competitor set of Vladivar ," he said.

"The market will always offer a range of products varying from premium to own-label - but the majority of vodka drinkers simply want a good quality product for less than a tenner ."

Red Square has also been carbon filtered for the first time to create a purer taste. Ads in trade press will poke fun at vodkas that undergo excessive distillation, with

straplines such as

Hand

Filtered

Through the

Tail

Feathers of

White Doves -

Triple

Distilled,

Because

Three

Times is

Enough.

Halewood has also revealed plans to grow sales of brands already in its portfolio, rather than looking at acquisitions.

Lamb's Navy Rum rum will be a particular focus , with a

marketing campaign planned for the autumn.




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