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


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



Through the


Feathers of

White Doves -





Times is


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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