The company is also launching a new ginger and lime-flavoured variant, Red Square Moscow Mule, as part of a wider £500,000 investment in the brand. Moscow Mule, which rolls out to on- and off-trade customers in July, will be aimed at 18- to 24-year old females. Both products are made to 4% ABV.
The launches will be supported through national press, digital and point-of-sale advertising, devised by incumbent ad agency England. The activity is pencilled in for September, once Moscow Mule and repackaged Reloaded products are available through the on-trade.
The launches are being overseen by Halewood's head of innovation, Richard Clark. The company has recently revamped the packaging for a number of its brands, including Crabbie's Alcoholic Ginger Beer, Lamb's Spiced Rum and Lambrini Rose.
Red Square Reloaded, a pre-mix drink containing caffeine, taurine and vodka, was launched in 1999 at the height of the ready-to-drink market. The pre-mix alcoholic drinks market is now worth an estimated £600m.
