Halewood International to launch Lazy Jack’s
Drinks manufacturer Halewood International has announced that it will launch rum-based Lazy Jack’s on 21 August.
Targeted at 18 to 25 year old male adults, the ginger flavoured drink will have the strapline “Laid-back Refreshing Ginger Tingler”, and will be positioned as a different type of refreshment.
It will be supported by a website, POS, consumer sampling and PR on the lead up to above-the-line activity in March 2012.
Richard Clark, director of innovation at Halewood International, said: “Halewood International has a proven track record with new product innovation across the alcohol and soft drinks categories and we believe the time is right to give young male adults a new style of refreshment.
“Recently there has been a lot of activity and investment within the Take Home RTD can sector but little in the On Trade. The respective activity has only lead to a 3% increase in the Take Home and a decline of 14% in the On Trade, proof that the RTD sector needs further innovation to attract lost consumers in the 18-25 age bracket.”