Halewood International, the manufacturer of premium-packaged spirit (PPS) Red Square, is courting controversy with the launch of a new PPS, to be called Tots.
A supermarket insider has slammed the intended launch: “It is unfortunate that a drinks company is planning to launch an alcoholic product called Tots, which will so clearly attract younger drinkers. I hope that the product eventually fails to see the light of the day.”
While the Liverpool-based company has registered the trade name for the Tots brand, it maintains that Tots is only a working name. A spokeswoman says: “Halewood is in internal discussions to launch a mini-sized PPS in the market and Tots is still very much a working name.”
Tots’ launch will not be the first time the company has caused controversy. Last year, it launched a cider-based drink called Hardcore for which it got into trouble with drinks industry self regulatory body the Portman Group (MW November 21, 2002).