Halewood International is down-sizing its vodka offering with the launch of Red Square Vodka in an RTD-style 350ml bottle.
The new smaller bottle, which has a more distinctive embossed eagle on the neck, will join 70cl and one-litre formats and will retail at £4.99 compared with £9.99 for a 70cl bottle.
Halewood, which also produces Lambrini, Caribbean Twist and Side Kick, said it was responding to consumer demand by launching the 350ml innovation. It also revamped its vodka last autumn by triple distilling the vodka to give it a smoother taste.
Marketing controller Richard Clark said the 350ml vodka would allow consumers to buy a premium product at a mid-range price. “Vodka is enjoying tremendous success, and the new bottle can only reinforce its growing status,” he said.
As part of a £250,000 marketing campaign, Red Square Vodka will launch a search in September to find a Young Flair Bartender 2004.