Halewood International is set to launch a test marketing programme for its Sidekick shot brand at Manchester’s Pride festival.

The festival starts in Manchester on Monday 23rd August, with the focus of the test over the Friday to Monday of August bank holiday weekend when the Sidekick brand will be available in a number of bars throughout the gay village area of Manchester, supported by point of sale and promotional teams, as well as branded merchandise.

The promotional initiative is part of a test marketing brand which has identified significant interest in the lesbian and gay community through consumer research.

Sidekick brand manager, Hannah Blackburn, says: “Manchester Pride attracts a massive audience and we are looking to use the festival as a platform to promote the brand,”

The Sidekick brand consists of a range of ten flavours available in 500ml bottles with an ABV of 14.5%. The brand has been altered to incorporate changing consumer habits, which are seeing drinkers consume the product as part of a long drink or cocktail pitcher as well as a shot.