Halewood International is hoping to push the boundaries of the RTD market with a new Red Square variant combining vodka and lager.

The company said it hoped the citrus flavoured drink would appeal to women "who don’t like lager" and men who find RTDs "too sweet".

A £1m marketing budget has been earmarked for outdoor and press advertising to raise awareness of the new brand, called Red Square Lager.

Acknowledging that it was an "unusual sounding combination", Halewood plans to use the strapline ‘Sounds mad, tastes great’ when the campaign starts in November.

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