Lazy Jack's RTD unveiled

By Jessica Harvey

- Last updated on GMT

Related tags: Halewood international, Alcoholic beverage

New RTD: Lazy Jack's
New RTD: Lazy Jack's
Halewood International is set to launch a new bottled RTD called Lazy Jack's in an effort to target 18 to 25-year-old men. The drinks manufacturer...

Halewood International is set to launch a new bottled RTD called Lazy Jack's in an effort to target 18 to 25-year-old men.

The drinks manufacturer and distributor is already responsible for Crabbie's Alcholic Ginger Beer and Lamb's Spiced Rum.

It revealed that the 4% ABV drink combines rum with a spicy ginger-based liquid and will be available to the on-trade from 21 August in single 275ml bottles.

Lazy Jack's will be positioned as an "alternative to bottled lagers, ciders and the current sweet-tasting bottled RTDs", is ideally served chilled with a wedge of lime, and will use the strapline 'Laid-back Refreshing Ginger Tingler' in its advertising activity.

The product will also be supported by website, PoS, consumer sampling and PR together with further marketing activity due to kick off next year. Richard Clark, director of innovation at Halewood International said: "Halewood International has a proven track record with new product innovation across the alcohol and soft drinks categories and we believe the time is right to give young male adults a new style of refreshment.

"Recently there has been a lot of activity and investment within the take-home RTD sector, but little in the on-trade.

"The activity has only led to a 3% increase in the take-home and a decline of 14% in the on-trade, proof that the RTD sector needs further innovation to attract lost consumers in the 18 to 25 age bracket."

Related topics: Ready to Drink

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