The Federation Brewery is targeting the value end of the premium packaged spirits market with a radically revamped version of its Stinger range. Stinger has been cut from seven styles to four. Lemon, Dandelion and Burdock and Iron are modified versions of the original products and a new flavour, Lime, has been introduced. The alcohol content has also been cut from 5% to 4% to ensure the products can be price-competitive, and the bottle size reduced from 330ml to 275ml. The outer casing has been changed from plastic to cardboard to create greater merchandising possibilities, particularly in cash and carries. Brands executive Vicki Hollinshead said: "We have focused heavily on the flavour profiles in the new range and I believe we have a great tasting liquid. The decrease in strength means we can offer a competitive price in a very crowded market place. There are a lot of me-toos and this helps us to differentiate Stinger." The north-east brewer expects the range to retail at 89p­99p per bottle and is also claiming a stake in the more premium end of the market with its other PPS range, Venom, which retails at £1.39. Both brands do well in their northern heartland and they have a national presence through third party distributor Invicta. {{DRINKS }}

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