Halewood International, leading independent drinks manufacturers and distributors, has announced a repositioning strategy and redesign for its Caribbean Twist brand.   

With the RTD category in decline, the brand now sits as an entry level proposition to the Prepared Cocktails segment of RTD’s and has undergone a tactical redesign to support the repositioning strategy as a response to this changing customer interest. 

Research has recently been conducted into the RTD category which resulted in the category being segmented into Crisp Refreshment, Fruit Refreshment, Premix Spirits and Prepared Cocktails. Previously sitting in the RTD category, Caribbean Twist now sits within the Prepared Cocktail segment and is being positioned as an entry level product. 

Hannah Blackburn, Brand Manager for RTDs and Shots at Halewood International comments, “The repositioning and redesign of Caribbean Twist has set the brand as the number one Prepared Cocktail in the market. Now sitting perfectly within the Prepared Cocktail sub-sector of the RTD category, we expect Caribbean Twist to see significant growth as the sector is currently enjoying a rapid growth, whereas the RTD category as a whole is seeing long term decline, with the biggest drop in fruit refreshment based RTD’s.”  

With a crisp and cleaner look and a more mature feel than the previous packaging, Caribbean Twist is now more appealing to the brands more mature and loyal consumers, female 25 to 45 year olds, and also offers the core target market, female 18 to 24 year olds, something different to the traditional RTD category. 

Halewood International will be investing heavily into Caribbean Twist this year in a bid to capitalise on the growth of the Prepared Cocktail segments which is driven by consumer demand and steal share for the declining RTD categories. With heavy Off-trade advertising planned throughout the summer and a massive consumer programme of national sampling alongside an on pack promotion. Caribbean Twist also aims increase the brand’s profile and distribution within the Cash & Carry and Independent Retail sectors by re-educating the trade through the advertising whilst encouraging consumer pull through with the national sampling and on pack promotion.