HALEWOOD INTERNATIONAL LAUNCHES SOFT DRINKS ESPECIALLY FOR MEN
Halewood International, drinks manufacturer and distributor has launched a new soft drink aimed specifically at men.
This launch marks the company’s attempt to break into adult soft drinks market, an increasingly growing sector of the food and drink industry.
The new brand, named Iron Press had received interest from leading Take Home retailers ahead of its official launch this month.
The launch is to be supported by a national marketing campaign which will include consumer press and TV advertising as well as a sampling campaign and online initiatives.
The brand is marketing itself as “the soft drink for real men” and the accompanying campaign draws influences from how beer used to be advertised in the 1970s and 1980s.
Iron Press will launch in two flavours, Apple and Lemon and Lime, both of which will be available in a five hundred milliliter brown glass bottle.
The product produces a beer like head when poured and therefore can be served in a pint glass to give the allusion of drinking an alcoholic beverage.
The launch looks set to capitalise on the growth in the soft drinks category which last year saw a 2% YOY increase in market valued at over £6 billion.
Halewood International’s move is targeting mean in particular due to the increasing number of men adopting the role of designated driver or cutting back on alcohol due to heath reasons, and therefore wanting a manly soft drink to enjoy at social events.
Iron Press believes men should have a better choice of soft drinks on the shelves to encourage them to really enjoy an alcohol free party, event or evening at home.
This can also be linked to the threat of further reductions to the drink drive limit in the future, which means that there will be even greater demand for soft drinks, something that Iron Press looks to capitalize from.
To help develop the new brand, Halewood International has drawn on research and innovation from around the world.
The launch marks the company’s first mainstream push into the soft drink market and the launch of Iron Press will be Halewood International’s biggest launch in 2010.
The launch follows an Innovation Programme from 2009 which introduced Crabbie’s Alcoholic Ginger Beer and Lamb’s Spiced Rum.
Richard Clark, Head of Innovation for Halewood International, said of the move:
“We’ve undertaken a considerable amount of research and have identified that men in particular are demanding a greater choice of soft drinks in the Take Home channel.
A growing number of men no longer drink alcohol, either for health reasons or change in their lifestyle, yet the choice they are offered is very limited. We are looking to change this and provide a product to retailers that will offer real choice to consumers.”
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