UK: Halewood International unveils Moscow Mule RTD

By just-drinks.com editorial team | 29 June 2009

Halewood International, the UK-based drinks group, is to launch a Moscow Mule RTD variant as part of a GBP500,000 (US$826,000) investment in new product development.

Moscow Mule, which contains vodka, ginger and lime, follows the launch of Crabbie's Alcoholic Ginger Beer, Lamb's Spiced Rum and Lambrini Rose this year, Halewood said.

The moves are part of a GBP500,000 spend on new product development, the firm said.

Halewood is also relaunching its Red Square Reloaded RTD beverage, which will have a recommended retail price of GBP2.99 for a 70cl bottle.

It will be targeted at 18-24-year-old men, while the Moscow Mule RTD will be targeted at both men and women within the same age group.

"The launch and relaunch come at a time when stimulant drinks are the fastest growing category of the soft drinks sector and many consumers are self mixing stimulant drinks with spirits," said Halewood.

"Halewood International believes the fact that its brands have an ABV of just 4% mean it is offering consumers a lower alcohol alternative than self mixed vodka stimulant soft drink cocktails."

Moscow Mule already has listings in multiple retailers, said Halewood, although it did not name which ones.

Sectors: Spirits