Irish Republic vodka brand Boru is hoping to join the ranks of iconic Irish drinks such as Guinness, Jameson and Magners with its new packaging and strategy.

Boru, owned by Castle Brands, has undergone a "much-needed" redesign in the hands of UK distributor United Brands.

"The old pack was a bit dated and lacked shelf stand-out," said Rob Preston, director of United Brands. "The new bottle has been custom-designed and manufactured with a de-bossed label and more contemporary logo."

The company is hoping to make the most of the brand's Irish heritage, which it believes will help differentiate it in an overcrowded vodka arena. "There is definitely room in the market for a vodka from somewhere different and Ireland is positioned really well for that," Preston said. "It has a great image with consumers and is aspirational, linked with travel and fun."

Boru will compete with Vladivar, Red Square and Smirnoff, priced at £9.99.

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