Bass Brewers is relaunching its premium packaged spirit brand Red in a resealable “soft pack” as a means of appealing to clubbers and festival goers.
The Red Pouch will be tested in 35 clubs and bars across the UK from this month, to coincide with the Red Tour which will bring DJs to nightclubs around the UK.
Red, which has extract of the energy-giving plant guarana, was first launched in 1992 but has failed to make any real impact in the ready-to-drink sector which is dominated by Bacardi Breezer and Smirnoff Ice.
Bass describes the new packaging as “a unique innovation” that will enable “clubbers to dance without any spillage, keeping their drink with them in a tactile, lightweight and disposable form”.
The launch will be backed by a 2m marketing budget, most of which will be spent on the Red Tour and sponsorship of other music festivals and events. The brand also sponsors the Red chart on radio station Galaxy as well as dance shows on Kiss FM and Brighton-based Surf.
Advertising for Red is handled by Euro RSCG Wnek Gosper, which also holds the account for Bass’s other alcopop brand Hooch. Media buying is handled by BBJ Media Services.