Halewood International has introduced Lazy Jack’s – a 4.7% ABV cider with a target market of 22 to 30 year old consumers.
The new cider is being promoted through a campaign centred on food pairing, with suggested matches including pulled pork and macaroni cheese along with traditional barbecue dishes.
The brand has also had a presence at music and food festivals across the UK including the Isle of Wight Festival, ‘Grillstock’ in Manchester and at drinks industry conference Cider Trends Summit 2014 in Bristol.
Available in 355ml bottles, Lazy Jack’s has been produced through Halewood’s Woodshed Brewing division, which is said to be working to secure listings for the cider in the on-trade.
Richard Clark, director of innovation at Halewood International, said Lazy Jack’s “is the first piece of true innovation in the apple cider category for some time”.
“Apple and pear flavoured ciders account for around 90% of cider volume and we believe there is significant scope for new propositions such as Lazy Jack’s within the category,” said Clark.
We believe there is significant scope for new propositions such as Lazy Jack’s.
“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.”
Halewood International’s launch of Lazy Jack’s follows the introduction of a Crabbie’s range of RTDs in April.
The Crabbie’s Fruits range consists of three flavours – Zesty Lemon, Raspberry & Rhubarb and Black Cherry – and is aimed at 22 to 26 year old consumers.
All three RTDs have an ABV of 4% and are available in 330ml bottles.
Richard Clark said the launch of Crabbie’s Fruits will “significantly extend the footprint for the brand”.
The Crabbie’s Fruits range is said to have been developed after consumer research that claimed 42% of 18 to 24 year olds consumed ‘sweet alcohol’ in the course of 2012.