Halewood launch is hot stuff

By Claire Hu Halewood International says it is looking to revive a jaded "down-in-one" market with the launch of a new energy shots product. Red Square Hot Shot is a blend of caffeine and wolfberry with 20% abv Red Square vodka, which the company claims is a genuinely original addition to the shots market. It is delivered in a "sexy" silver 350ml bottle, which is designed for ease-of-use by bar staff. The company says that with a premium retail price of £1 to £1.50 a shot ­ and with 14 25ml shots per bottle ­ the new brand will be a great margin earner for the on-trade. Halewood International marketing manager Richard Clark said: "The shots market, valued at £150m, has reached a maturity stage. The market needs re-invigorating and we believe Hot Shots will re-load what was becoming a tired market." He added: "With regards our new approach, 2002 was a cracking year in terms of sales, but Red Square cannot become complacent as a brand. "So we have chosen to launch Hot Shots now, as we believe that the first quarter need not be a quiet time for sales." The product will be marketed aggressively, with consumer magazine and PR campaigns. It has been available to the trade from the start of this month. l Stolichnaya will introduce a strawberry-flavoured vodka in the UK this month. Stolichanya Strasberi is made from ripe strawberries soaked in alcohol for five days.