Brewing force Interbrew is reportedly preparing to enter the UK ready-to-drink (RTD) sector with Boru Black, an offshoot of the Boru brand, the best-selling vodka in Ireland. The major launch will be supported by a TV advertising campaign. The Boru RTD range will initially have two flavours, lemon and orange.

Interbrew's other player in the RTD sector is the former Whitbread brand, Vodka Source. But according to market analysts, Mintel, Interbrew's share of the UK flavoured alcoholic beverage market has fallen to 15% while market leaders Bacardi Breezer and Smirnoff Ice and newer entrants like WKD have prospered.