Categorized | Announcements, News, Spirits

Halewood’s Sidekick Is Set To Go Long


Halewood International has repositioned its Sidekick brand to cash in on the demand for long drinks and pitchers.

The brand is being given a new strapline: “Mix’d Your Way” to highlight that, in addition to a traditional shot, Sidekick is also suitable for long drink consumption with a mixer or as a cocktail ingredient in a sharing pitcher.

The move is the latest in a series of steps taken by Halewood to move away from the single shot market. Around 18 months ago, the company reduced the alcohol content for the brand by about 30% to an ABV of 14.5%.

“We are acutely aware of the sensitivity surrounding shot-based products, which is why we launched a 500ml bottle in April 2008,” said brand manager Hannah Blackburn. “This latest piece of work is designed to promote the brand as a base for long drinks.”

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Monday, January 22, 5:58 am

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