Halewood International, the UK drinks concern, is adding to its existing list of RTD brands by launching a Schnapps-based drink called Shakers Schnapps.

Available from this April in the UK, it joins existing Halewood RTDs Red Square, Carribean Twist and Elements. Te product will be aimed at females aged between 18- and 24-years-old.

Brand manager at Halewood Fran Draper said; "Shakers is the perfect drink to get in the party mood - we are supporting the launch with some cheeky tactics in the media and direct to the consumer."

The launch will be supported by a nationwide PR, advertising and marketing campaign. Shakers will be packaged in a metallic silver shrink warp sleeve, with colour coded necks to reflect the flavours.

Draper said: "The PPS market is one of the most exciting and evolving drinks sectors in the UK - and most of all it is all about fun. We believe the industry and the consumer is ready for Shakers."

The first marketing push will include an on-pack promotion for a 'Shakin Shakers' CD featuring "top music to shake their bodies to". Customers will qualify on a repeat purchase basis.