Lazy Jack’s U.S. Apple Innovation

15 Apr 2014 --- Halewood International, owners of the Crabbie’s brand, is set to launch Lazy Jack’s – the UK’s first American-style, cloudy apple cider.

Lazy Jack’s represents a major new proposition within the cider category, offering a clear alternative as a refreshing apple cider appealing to 22-30 year old consumers.

Inspired by the heat of the Mississippi summer, Lazy Jack’s has drawn on American trends with a striking green 12 fl. oz. (355ml) bottle, containing a quality cloudy cider with ultimate refreshment and a real apple hit.

The product has an ABV of 4.7%, and is perfect for at home parties outdoor events, backyard BBQs and festivals, and should be enjoyed straight from the bottle.

Lazy Jack’s has a taste profile which is designed to be enjoyed primarily on its own but can be paired with American food favourites such as pulled pork and mac & cheese, along with other traditional BBQ foods. The brand will be launching a consumer campaign based on its US links, and will be attending events such as Grillstock in Manchester and Bristol to introduce the brand to consumers.

Richard Clark, Director of Innovation at Halewood International, comments: “Lazy Jack’s is the first piece of true innovation in the apple cider category for some time.  Apple and pear ciders account for around 90% of cider volume* and we believe there is significant scope. Consumer research has supported the fact that the bottle serve combined with the US liquid style will encourage new consumers to enter the cider category on new occasions.

“Containing real fruit juice and only natural ingredients, Lazy Jack’s delivers a refreshing, sweet taste to appeal to younger consumers who want to drink a genuine apple cider.  Lazy Jack’s also capitalises on the consumer desire for American-themed lifestyle and taps into the growing trend of American-style drinks.”

The brand has been produced through Halewood International’s Woodshed Brewing division, and will be available in Bargain Booze in April , followed closely by grocery  multiple retailers by June.

Lazy Jack’s will also be supported through sampling and a digital campaign including Facebook, Twitter and Instagram pages.