Sidekick set for £1m campaign

Halewood International is to spend £1m backing Sidekick, the shot brand it acquired from brewing giant Bulmers earlier this month.

The manufacturer, which also owns Lambrini and Red Square, will run advertising, PR, sampling and in-store activity for the brand next year.

The range is currently available only in a single-shot format, but Halewood is to introduce a 35cl bottle. It is also considering expanding the range of flavours, which includes apple, vanilla and chilli.

Consumer research will be conducted to review the drink's positioning, which is aimed at 18- to 25-year-old consumers.

The brand, which is valued by Nielsen at £100m, is growing at 25% year on year. Halewood expects to increase sales by 50% by the end of 2005.

Sidekick is the brand leader in the off-trade, and was the first product on the market to be sold as an individual shot when it launched in 2000.

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