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
White Doves -
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.