Sidekick aims for gay market

25 August, 2010

Halewood International is to use this week’s Manchester Pride festival to test the potential for its Sidekick pouring shot brand in the gay and lesbian market.

It said the sampling and POS activity followed consumer research which showed “significant interest” in the brand among lesbian and gay consumers.

Brand manager Hannah Blackburn said: “Consumer research has indicated the brand has a strong level of appeal with the gay and lesbian communities and we are looking to run this programme to test the appetite for the brand among this audience.

“Manchester Pride attracts a massive audience and we are looking to use the festival as a platform to promote the brand.”

Manchester Pride started on August 23 and hits a peak over Bank Holiday weekend.

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