Halewood International launches US-style cider

13-Apr-2014 - Last updated on 14-Apr-2014 at 09:43 GMT

Halewood International is re-launching its Lazy Jack’s brand as a US-style cider, in what it is calling its first brand roll-out “with scale” since Crabbie’s.

The company originally launched Lazy Jack’s as a rum and ginger RTD back in 2011, but has now revived the brand as an, “American-style cloudy cider.”

Aimed at 22 to 30-year-olds, it comes in a US-sized 335ml bottle and is designed to be drunk chilled and straight from the bottle.

“Lazy Jack’s is 4.7% ABV and is perfect for high-energy venues and nights out with friends,” said Richard Clark, director of innovation.

The company is planning a consumer campaign based around boosting the brand’s US links.

It has joined forces with Christian Stevenson, also known as DJ BBQ and will be sampling at the barbeque and music festival, Grill Stock, taking place in in Bristol (7 and 8 June) and Manchester (28 and 29 June) to drive trial of the brand.

“Lazy Jack’s is the first piece of true innovation in the apple cider category for some time,” Clark said.

“Apple and pear flavoured ciders account for around 90% of cider volume, according to Nielsen, and we believe there is significant scope for new propositions such as Lazy Jack’s within the category.

“Containing real fruit juice and only natural ingredients, Lazy Jack’s provides a refreshing, sweet taste to appeal to younger consumers who want to drink a genuine apple cider. Lazy Jack’s also capitalises on the consumer desire for American-themed lifestyle and taps into the growing trend of American-style drinks.”

Last month Halewood moved its Crabbie’s brand away from its position as an alcoholic ginger beer with two new variants containing no ginger.