Halewood International is set to invest heavily into the advertising of its Sidekick brand after a major redesign and repositioning strategy.

The Sidekick brand, which now comprises of a range of ten flavours available in 500ml bottles with an ABV of 14.5%, has been repositioned in response to changing consumer habits which are seeing Sidekick drinkers consume the product as part of a long drink or cocktail pitcher as well as a shot.

The repositioning sees the introduction of a new strap line for Sidekick, “Mix’d Your Way”, which highlights that in addition to a traditional shot, Sidekick is also suitable for long drink consumption with a mixer, creams over ice or as a cocktail ingredient in a sharing pitcher. The point of sale and marketing collateral reflects this with a range of serving suggestions for the On-Trade.

The move is the latest in a series of steps taken by Halewood International to move away from the single shot pot products. Around eighteen months ago the company lowered the alcohol content in the Sidekick brand by around 30%, making it lower than other vodka based shots on the market, and subsequently launched a series of 500ml bottles suitable for use in a multiplicity of ways – as a shot, with a mixer, over ice or as a cocktail ingredient in a sharing pitcher.

Commenting on the repositioning, Halewood International’s Brand Manager for RTDs and Shots Hannah Blackburn says, “We are acutely aware of the sensitivity surrounding shot based products, which is why we launched a 500ml bottle in April 2008. This latest piece of work is designed to promote the brand as a base for long drinks and the idea behind Mix’d Your Way is to encourage consumers to serve as a long drink in the multiplicity of ways demonstrated in the promotional material.

“We are confident that this new positioning is being embraced by both On-trade bar staff and consumers, seeing an increase in sales of 35% on last year and an increased distribution in both the On and Off-trade.”

The launch of two new flavours, Chocolate Orange and Black Cherry, is part of the ongoing NPD and attempt to grow the current range. The newly positioned range will be supported by trade press advertising, point of sale including back bar display units, pourers, bar runners and drip mats. In the digital world the brand launched a new consumer facing website.