Halewood adds pre-mix cans to Red Square portfolio

By Jo Gilbert

Published: 23 May, 2016

Red Square Vodka is branching out into the pre-mixed category to extend its reach to a new, younger customer base.

The range from Halewood Wines & Spirits features Sloe & Lemonade and Toffee & Apple flavours, and is available throughout the off-trade in 5% ABV, single serve, 250ml cans.

The flavours were developed following the successful launch of the Sloe and Toffee Red Square Vodkas, released last year.

The vodka-makers are hoping to reach new audiences and appeal for a greater variety of occasions, such as summer and outdoor events.

A spokesperson for Halewood Wines & Spirits said that pre-mixed cans appeal to a younger, and predominately female audience.

They said: "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, which Red Square will now be able to tap into."

In 2013, the pre-mix market was worth £72 million in UK is growing fast, with retailers expanding their convenience offering to match consumer needs.

Over the past few years, Diageo and other alcohol heavyweights have branched out into the pre-mix category.

Price-marked packs are available for the new Red Square cans, marked at two for £3, aimed at the convenience and impulse channels, and provide better value and price consistency for consumers.

Non-price marked packs are also available for the on-trade.

The can variants contain Red Square's newly formulated liquid, which forms the base of its Sloe and Toffee Vodkas.

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