Halewood International, manufacturers of Lambrini and Red Square, has confirmed their purchase of Sidekick, the No 1 party shot brand, from Bulmers for an undisclosed sum.
Following the launch of Red Square Hot Shot in April 2003, the purchase of Sidekick represents a significant step towards Halewood becoming leaders in the growing shot market, valued by Nielson at £100 million and growing 25% year on year.
Sidekick was the first-ever shot on the market when it was launched in November 2000. It has 66% consumer awareness among its target market of 18-25 year olds and comes in orange, apple, exotic, vanilla, chilli, grapefruit and butterscotch flavours.
The company is investing up to £1million in a marketing campaign that includes advertising, PR, sampling and in-store activity.
Said Richard Clark, Marketing Manager at Halewood: “Sidekick has major listings in the majority of multiples and as the first drink of its kind to hit the market is very popular with consumers.
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