Halewood relaunches Red Square vodka

Following a £1million pound investment in the Red Square Vodka brand, Halewood International is relaunching the brand with a premium new look and message and introducing two new flavours – Toffee and Sloe.

Halewood, the UK’s largest independent drinks manufacturer, told The Drinks Report that improvements in the liquid, which include the introduction of 100% grain and a seven times distilling process, has resulted in a much improved, more premium, product.

Commenting on the new look, designed by Ponderosa, Lucy Washburn, assistant brand manager at Halewood International, says: “Following our announcement of the £1million investment in Red Square Vodka, we’re pleased to be able to showcase the new look and feel for the brand. As one of our most recognisable brands, it’s important that we stay ahead of the game and continue to innovate with new flavour variants and stand-out brand positioning.

“In the eyes of the consumer, quality is often inferred by what they see on supermarket shelves and back bars. The distinctive bottle design reflects the new direction for the liquid, and also depicts our pride and commitment to the brand, we expect to see it encourage more consumers to try Red Square Vodka, whether it be the recognisable, original Vodka variant or either of our two new, innovative flavours.”

Focusing on usage occasions, the new messaging and campaign for the redesigned and relaunched vodka will highlight the Red Square as the perfect pairing for sharing and mixing with friends. The ‘Life. Live it. Join it. Make it. Share it.’ campaign positions Red Square Vodka as a symbol of the sociable, the brand of choice for those who bring people together. With the two new Sloe Berry and Toffee flavour variants, the expanded range presents a versatile liquid, ideal for on and off-trade experimentation.

Above the line activity will include on-trade POS, trade advertisement campaigns, PR campaigns, retail activation and digital/social media campaigns.

20 November 2015 - Felicity Murray The Drinks Report, editor