The push will see the introduction of a new strapline – Mix’d Your Way – which the company hopes will show consumers that Sidekick is suitable for long drink consumption with a mixer or as a cocktail ingredient.
The campaign will include ads in the trade press and revamped POS material featuring a range of serving suggestions.
The move is the latest in a series of steps taken by Halewood to change the reputation Sidekick had as a single-shot product when it purchased the brand from Bulmers in 2003.
Last year the company lowered the brand’s abv by around 30%, giving it an abv of 14.5%, and launched a 50cl bottle to move away from the original?3cl plastic shot glass.
Brand manager for RTDs and shots Hannah Blackburn said: “We are acutely aware of the sensitivity surrounding shot-based products.
“This latest piece of work is designed to promote the brand as a base for long drinks. The idea behind Mix’d Your Way is to encourage consumers to serve it as a long drink in the multiplicity of ways demonstrated in the promotional material.”