Halewood International has launched the first pre-packaged energy shot’ drink as it moves to strengthen its grip on the growing shot market.
Following its purchase of Sidekick from Bulmers last month and the launch of Red Square Hot Shot in April, Halewood has developed a single shot version of the shooter called Red Square Hot Shot minis.
Available now in packs of four, the 20% abv drink is the latest addition to the company’s burgeoning range of ready-to-drink products, which started with the Red Square brand in 1999.
Red Square Hot Shot minis are a mix of ginseng, taurine and Red Square vodka, rsp: £4.99.
The launch will be supported by marketing activity as part of a £10m budget behind Red Square. Initiatives will include a national sampling programme, sponsorship packages and a website.