Halewood adopts new approach for Red Square

Halewood International has launched a £1 million marketing campaign for its Red Square Vodka brand, at the same time as introducing toffee and sloe berry flavoured variants.

Red Square Vodka has introduced two new flavoured variants in its portfolio

The “Life. Live it. Join it. Make it. Share it” campaign aims to strengthen the position of the brand as “perfect for sharing and mixing with friends”.

Previously distilled from molasses, Red Square Vodka is now made with 100% grain using a seven-times distillation process.

The brand has introduced Red Square Toffee and Red Square Sloe Berry – thought to be an “industry first” – in order to “capitalise on existing consumer and retail interest in the spirits and cocktail sector”.

“Following our announcement of the £1million investment in Red Square Vodka, we’re pleased to be able to showcase the new look and feel for the brand,” said Lucy Washburn, assistant brand manager at Halewood International.

“As one of our most recognisable brands, it’s important that we stay ahead of the game and continue to innovate with new flavour variants and stand-out brand positioning.

“Recent years has seen the vodka fixture stall and a lack of innovation has left the market stagnant, but we’re aiming to pioneer greater creativity in the sector and hopefully this re-launch and subsequent above the line support can help inspire consumers and retailers alike.”

The new developments for Red Square have been introduced under the leadership of Stewart Hainsworth, who was appointed CEO of Halewood in June this year.

Halewood International is the largest independent drinks distributor in the UK and handles both wholly-owned and agency brands, including Whitley Neill Gin and Lamb’s Rum.