The festival started on Monday but the main activity will run over the August Bank Holiday Weekend. During this period, 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 a range of branded merchandise including clothing and branded bubble blowers.
Sidekick brand manager Hannah Blackburn said: ‘Consumer research has indicated the brand has a strong level of appeal with the gay and lesbian communities and we are looking to run this programme to test the appetite for the brand among this audience.
‘Manchester Pride attracts a massive audience and we are looking to use the festival as a platform to promote the brand,’ Blackburn added.
The Sidekick brand comprises of a range of ten flavours available in 500ml bottles with an ABV of 14.5%. Variants include Strawberry and Cream, Cookies and Cream, Chocolate orange, Toffee caramel, Chocolate Mint, Apple, Cherry, Blueberry, Cola and Redberry.
The brand has been repositioned in response to changing consumer habits as Sidekick drinkers are increasingly consuming it as part of a long drink or cocktail pitcher as well as a shot.
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