Crabbie’s team launch bottled cloudy apple cider

Lazy JacksA cloudy apple cider in bottles has been launched to appeal to drinkers in their 20s on a night-out.

Lazy Jack’s has been developed by Halewood International, the company behind the Crabbie’s brand, for drinking ice-cold direct from the bottle rather than over ice.

Described as an “American-style” cider, it is inspired by the cloudy apple juices, called cider, that are drunk in America’s Deep South but has ABV of 4.7%. It comes in 355ml bottles.

With a real apple cider flavour and light carbonation, it is moving away from the trends towards sweeter fruit-flavoured ciders among younger drinkers and the over-ice serve, positioned for high-energy venues and nights out with friends.

It is designed to be enjoyed primarily on its own but Halewood recommends it for pairing with American-style food such as pulled pork and mac and cheese along with traditional barbecue dishes.

A consumer campaign will be launched based on food pairing, taking Lazy Jack’s to events such as Grillstock in Manchester and Bristol. The brand will also be supported through sampling and a digital campaign including Facebook, Twitter and Instagram.

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.

“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.”

The brand has been produced through Halewood’s Woodshed Brewing division, which is working to secure listings with key on-trade accounts. It will sell at £1.29 per bottle through retail.

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