UK: Halewood introduces RTD in a can

Halewood International has unveiled an addition to its RTD portfolio.

In what it claims to be a drinks industry first, the company yesterday (2 October) launched what it dubbed 'Ibiza in a Can'. Halewood's Red Square Reloaded will now be available in a 250ml can as an alternative to glass.

The company hopes the new offering will satisfy bar owners seeking cost effective solutions as it continues to develop the vodka and energy sector through its Red Square brand.

The packaging format contains a shot and a half of vodka at 5.1% ABV.

"We need to keep pace with an alcoholic drinks market that is constantly evolving and we believe Reloaded in can is able to keep pace with changes in taste," said Richard Clark, head of marketing at Halewood. "Red Square is well-placed to lead sector developments in pre-mixed vodka solutions, whether it be new liquids as with new Reloaded Blue Juice, fantastic promotional strategies like this year's Red Square in Ibiza campaign or contemporary packaging solutions.

"With police increasingly concerned about the problems of glass the option of a quality alcohol pre-mixed drink in a can offers an ideal solution for police and local councils wanting to create glass free zones," Clark added.

Earlier this year, Halewood acquired the green ginger wine brand Crabbie's from Glenmorangie for an undisclosed fee.