HALEWOOD is challenging Red Bull head-on with the launch of Red Square Reloaded in a can.
'Ibiza in a can' packages the vodka energy drink in a 250ml can to target the vodka and Red Bull market.
The drink is aimed at 18- to 24-year-olds but Halewood believes it may also appeal to older drinkers.
The company is also targeting 25- to 35-year-old women with another canned format, Red Square Vodka and Tonic.
The can offers two standard shots of Red Square vodka per serving and will retail as singles at 99p-£1.29 or in four-packs at £3.99-£4.99.
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