Halewood launches Lazy Jacks RTD

08 August, 2011

Halewood International has launched a rum-based, ginger-flavoured RTD aimed at young male adults.

Lazy Jacks will be launched on August 21 in a four-pack of 27.5cl bottles and single 70cl bottles. 

The launch of the 4% abv drink will be backed by a website, POS, and consumer sampling with above-the-line activity planned for March next year.

The marketing slogan positions Lazy Jacks as a “laid-back refreshing ginger tingler”.

Director of innovation Richard Clark 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.”

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