Thresher has extended its own label range of spirits with a PPS brand to take on rival drinks suppliers.
The off-licence chain has introduced Imperial Ice at £1.29 for a 275ml bottle and £3.19 for a larger 70cl serving.
The company said the low price of the drink would help buck the trend in the PPS market where it claims bigger, well-known brands are reaching a plateau. It hopes the launch will confirm Thresher's commitment to developing innovative products and delivering better margins. Kevin Styles, director of sales and marketing, said: "This is the perfect time to launch this brand, which capitalises on the popularity of similar brands. The development of our own products forms a key component of our strategic growth plans. The relaunch of our vodka, gin and whisky brands last year saw us move further away from our legacy as a supplier-led business and realise another gold mine of value."