Diageo invests in growing Jeremiah Weed

JERIMIAH WEED_SOUR MASH_AND_GINGERDrinks group Diageo is building up the profile of its Jeremiah Weed cider and spirit drinks with the launch of a new-look bottle label and a £1million marketing campaign.

The new bottle will carry the label description of “Kentucky Style Cider Brew” from July 1 to help consumers, retailers and bar staff understand the brand’s Kentucky heritage.

The £1million marketing campaign, designed to educate consumers and drive trial of the product, includes a national TV ad campaign, running from July 1 to August 31.

The activity also includes the launch of a new 330ml PET bottle and a festival sampling programme that is set to reach over 1.5 million consumers.

Launched in the UK in 2011, Jeremiah Weed is available in two flavours, Ginger Brew and the bourbon-tasting Sour Mash Brew, both with an ABV of four per cent. Combining cider, spirit and flavourings, it is designed to be a “more masculine, mature and distinctive serve” within the existing flavoured cider market.

Ronak Mashru, head of UK innovation commercialisation at Diageo, said: “Jeremiah Weed has a phenomenal 70 per cent repeat sales rate, so we know that existing consumers already love the original taste and its individual jam jar serve.

“Jeremiah Weed still contains the same great product, with the same unique taste – but the new bottle label descriptor and marketing campaign will bring even more consumers into the brand, by helping them understand just what makes a Kentucky Style Cider Brew.”

In the US, the Jeremiah Weed brand includes the Blended Bourbon Whiskey and Sweet Tea flavoured vodka.

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