Halewood hopes the fruitier, slightly sweeter raspberry flavour will particularly appeal to women. It is backing the launch with consumer samplings, POS material and in-store promotions. Brands marketing controller Richard Clark said: "By developing a fruit- flavoured variant we are looking to lead innovation in the category
beyond the mainstream over ice offering."
Packaging for Maguire's Original and Maguire's Pear has also been revamped to include "mouth-watering, fresh, juicy and bright fruit imagery", according to Clark.
Halewood has introduced new packaging to its Red Square Reloaded RTD brand, and
an on-pack promotion .
Lamb's Navy Rum - which Halewood acquired in April from Pernod Ricard - is also getting a makeover worth £500,000.