Halewood International has repositioned its Sidekick brand to cash in on the demand for long drinks and pitchers.
The brand is being given a new strapline: "Mix'd Your Way" to highlight that, in addition to a traditional shot, Sidekick is also suitable for long drink consumption with a mixer or as a cocktail ingredient in a sharing pitcher.
The move is the latest in a series of steps taken by Halewood to move away from the single shot market. Around 18 months ago, the company reduced the alcohol content for the brand by about 30% to an ABV of 14.5%.
"We are acutely aware of the sensitivity surrounding shot-based products, which is why we launched a 500ml bottle in April 2008," said brand manager Hannah Blackburn. "This latest piece of work is designed to promote the brand as a base for long drinks."