Bulmers gets shot of Sidekick
The "everything must go" sale at Bulmers has begun with the sale of Sidekick to Halewood International.
As predicted on thePublican.com on 8 May, Bulmers has unloaded its shots brand as part of a strategy to re-focus on its core UK cider business that includes Strongbow, Scrumpy Jack and Woodpecker.
Neither Halewood International nor Bulmers were willing to divulge the cost of the deal, but both parties reportedly shook hands before the Scottish & Newcastle offer for the entire Bulmers business was tabled.
As a new addition to Halewood International's eclectic portfolio, Sidekick will join another down-in-one concept Red Square Hot Shot as well as premium packaged spirit range Red Square, Lambrini, the controversial Hard Core and a Romanian wine brand Prahova Valley.
The company has pledged to invest up to £1m in a marketing campaign that includes advertising, PR and sampling.
Richard Clark, marketing manager at Halewood, said: "Sidekick was the first drink of its kind to hit the market and is very popular with consumers. We have had enormous success with driving new categories and recognise that the shot market has a huge potential for growth. We expect it to be valued at £150m by the end of this year."
Sidekick pioneered the emergence of the packaged shot category when it was launched in November 2000. After a meteoric start where five million were reportedly sold in the first two months, the brand has suffered in recent months from a plethora of "me-too" products and a lack of support from the beleaguered Bulmers.
Related articles:
Sidekick a target for Halewood International (8 May 2003)
