The ‘female appeal’ of Jacques Cider with Fruit is to be boosted further by the biggest investment in the brand to date.

Heineken UK is launching a marketing programme for the brand to encompass

digital and brand events, with the aim of giving females the opportunity to experience a “stylish and girly summer, courtesy of Jacques”.

Activity will include tie ups with Benefit Cosmetics and Toni & Guy hair stylists.

And for the summer months, the company has established a Jacques Townhouse in London, which will play host to Jacques drinkers looking for a girly haven for the evening.

The campaign will be supported through press activity, with partnership tie-ins with leading women’s magazines.

“This year sees our most significant investment in the Jacques brand to date,” said brand manager Doug Cook.