Company: Halewood International
Rsp: £2.99
Market size: £202.4m
The competition: WKD, Bacardi Breezer, Smirnoff Ice
The consumer
I remember Red Square's original Reloaded RTD tasting quite sickly. However, Moscow Mule is much more refreshing and enjoyable - a really pleasant surprise as I was expecting something more artificial tasting. The most noticeable flavour is ginger and you can hardly taste the vodka - which could be dangerous. The price seems good value too. The bottle let it down, though -I would much prefer a clear pack so I could see what I was about to pour. Three stars (out of five)
Hannah Pettitt, management consultant, London
The retailer
The taste is light and refreshing with a good ginger kick at the finish, but a little more lime is required to cleanse the palate and provide bite. The revamped packaging is strong and brash with definite stand out on shelf geared to the target 18-24 consumer. In an overcrowded category, where volume and value are both in decline, the price point of £2.99 is ambitious. However, repositioning is definitely the way to go for Red Square. Three stars
Steve Howarth, trading controller for beer, cider & spirits, Spar
The Grocer
This refreshing drink gets the thumbs up from me. Its bright red bottle and exciting labelling will definitely appeal to others in the target market. At 4%, the strength was neither too weak nor too strong and it boasted a pleasant, tangy kick. This will go down particularly well with those looking for something to take to a party or barbecue. The only downside was the added sugar and sweetener, which I found a bit off-putting. Four stars
Joanne Grew, reporter, The Grocer
Rsp: £2.99
Market size: £202.4m
The competition: WKD, Bacardi Breezer, Smirnoff Ice
The consumer
I remember Red Square's original Reloaded RTD tasting quite sickly. However, Moscow Mule is much more refreshing and enjoyable - a really pleasant surprise as I was expecting something more artificial tasting. The most noticeable flavour is ginger and you can hardly taste the vodka - which could be dangerous. The price seems good value too. The bottle let it down, though -I would much prefer a clear pack so I could see what I was about to pour. Three stars (out of five)
Hannah Pettitt, management consultant, London
The retailer
The taste is light and refreshing with a good ginger kick at the finish, but a little more lime is required to cleanse the palate and provide bite. The revamped packaging is strong and brash with definite stand out on shelf geared to the target 18-24 consumer. In an overcrowded category, where volume and value are both in decline, the price point of £2.99 is ambitious. However, repositioning is definitely the way to go for Red Square. Three stars
Steve Howarth, trading controller for beer, cider & spirits, Spar
The Grocer
This refreshing drink gets the thumbs up from me. Its bright red bottle and exciting labelling will definitely appeal to others in the target market. At 4%, the strength was neither too weak nor too strong and it boasted a pleasant, tangy kick. This will go down particularly well with those looking for something to take to a party or barbecue. The only downside was the added sugar and sweetener, which I found a bit off-putting. Four stars
Joanne Grew, reporter, The Grocer
No comments yet