Halewood International has revamped its Red Square vodka brand in the first phase of a new strategy to boosts its presence in the spirits category.

The new-look Red Square has an embossed bottle, in keeping with category trends, said Richard Clark, marketing controller at the company. The brand's eagle motif has been stamped on the back of the bottle and the company has chosen a deeper red shade on the label.

Halewood, which owns ready-to-drink brand Red Square Reloaded and Lamb's Navy Rum as well as the vodka, said it also wanted to buy brands and develop extensions for its existing spirits brands.

"We are trying to target the spirits sector because we know there is an opportunity there and we have big plans for both Red Square and Lamb's," said Clark.

"It isn't about getting lots of brands in, but slowly developing a strong spirits offer."

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