Halewood launches soft drink for men

22 June, 2010

Halewood International is hoping to benefit from the tightening of drink driving laws with its latest innovation – a range of soft drinks targeted at men.

Iron Press is aimed at 25 to 55-year-olds and is a non-alcoholic malt drink available in lime and apple flavours.

Richard Clark, head of innovation, said: “There are a limited number of soft drink choices for men and Iron Press fills a gap in the market.

“The trend towards lowering the limit for drivers has always been there and it was only going to go one way. The possibility of further reductions in the drink-drive limit in the future means that there will be even greater demand for soft drinks for men.”

Clark said retailers were reacting positively to the brand, which pours with a beer-like head, and listings were still being discussed ahead of its official launch on July 1.

It will be supported by a national marketing campaign including press and TV advertising as well as sampling and online initiatives.

The brand is labelled as “the soft drink for real men” and Clark said the marketing campaign will be influenced by how beer used to be advertised in the 1970s and 1980s.

The product will be available in 50cl brown glass bottles with an rrp of £2.

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