HEINEKEN UK has teamed up with Brown-Forman Corporation to launch an exclusive partnership between Inch’s Cider and Jack Daniel’s Tennessee Honey, inviting consumers to create a Jack & Inch’s Honey & Apple Cider Sour cocktail.
Live from 8th October to 4th November, ‘A mix made for sharing’ will be activated in over 500 Tesco stores across the UK and across Tesco.com, encouraging shoppers to combine Inch’s Cider and Jack Daniel’s Tennessee Honey to create a tasty, winter-inspired cocktail recipe, that can be enjoyed at home.
Inspired by an overlap of consumers with over 100,000 shoppers buying into both Inch’s Cider and Jack Daniel’s[1] – the partnership aims to create excitement for existing drinkers of both brands and grow appeal amongst consumers, who wouldn’t typically reach for cider or whiskey, specifically targeting 18-34-year-olds, as well as emphasising cider’s place in the category outside of the summer months.
Blending the refreshing, crisp taste of Inch’s Cider, made with 100% British apples, with Jack Daniel’s smooth Tennessee Whiskey, with hints of honey, the recipe requires only four ingredients which are all readily available to Tesco shoppers.
The partnership is being activated exclusively in Tesco, with a raft of activity designed to excite and engage shoppers at different touchpoints. In stores, all POS materials – including half-pallet displays and tear-off shelf barkers – will drive visibility and awareness of the collaboration. A campaign will run across Tesco.com, with a landing page featuring the cocktail recipe, with the ingredients ready to ‘add to basket’ in just a few clicks. Further promotional activity will also appear in Tesco’s print magazine, which has 6.32 million readers.
Rachel Holms, Cider Brand Director at HEINEKEN UK, says: “We’re thrilled to be working with Jack Daniel’s to bring something new and disruptive to the category, and cannot wait for the activations to start rolling out in Tesco. We wanted to introduce a new way for consumers to enjoy cider, especially outside the summer months where it’s most popular. The Jack & Inch’s Honey & Apple Cider Sour cocktail aims to reach the new generation of shoppers and introduce exciting ways to enjoy both liquids, and this iconic collaboration does exactly that.”
Eduardo Toledo, Head of Jack Daniel’s UK, says: “We’re always looking for new ways to create excitement around the Jack Daniel’s brand, and we’re proud to be collaborating with Inch’s Cider to create a buzz amongst our customers with the Jack & Inch’s Honey & Apple Cider Sour cocktail. This partnership allows to us to engage with both existing and new age of drinkers, targeting shoppers aged 18-34, and present the existing overlap in consumers with a new opportunity to enjoy the brands.”
Inch’s Cider, which has an 8% total value market share after only three years[2], is a cider brand disrupting the category. Crafted in Hereford, Inch’s Cider is made with a blend of 100% British apples, creating a perfectly balanced and refreshing cider which is not too sweet, and not too dry. The brand remains proud of its British heritage, and its commitment to sustainability, with all its apples grown within 40 miles of their Hereford mill, and all apple waste being turned into renewable energy.
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