Diageo restyles Jeremiah Weed as a cider

26-Jun-2013 - Last updated on 10-Jul-2013 at 14:33 GMT

Diageo says the liquid is the same despite the rebrand

Diageo has entered the cider category by rebranding its Jeremiah Weed brand as a “Kentucky Style Cider Brew.”

The company said it hopes the move will “help consumers, retailers and bar staff better understand the brand’s exciting and innovative offering and Kentucky heritage.”

It has confirmed that the liquid will remain the same as Jeremiah Weed brews (Jeremiah Weed Sour Mash and Jeremiah Weed Ginger Brew) that launched in 2011, though these differ from the "sweet tea-based liqueur" Jeremiah Weed that was originally launched in JD Wetherspoon in 2010.

It is also investing in a £1m campaign to drive sales of the brand, which will include TV advertising through July and August and sampling at festivals.

“Jeremiah Weed still contains the same great product, with the same unique taste – but the new bottle label descriptor and marketing campaign will bring even more consumers into the brand, by helping them understand just what makes a Kentucky Style Cider Brew,” claimed head of innovation commercialisation Ronak Mashru.

Jeremiah Weed, which comes in two variants – Ginger Brew and Sour Mash - is made from cider, spirits and flavourings and offers a more “more masculine, mature and distinctive serve within the flavoured cider market,” said Diageo.

It is served with a mixer, over ice and in branded glassware styled to look like jam jars.