Jeremiah Weed Rebranded as a “Kentucky Style Cider Brew”

Jeremiah Weed has been rebranded as a “Kentucky Style Cider Brew” – thereby entering the growing Cider market.

Diageo, the owners of the brand, hopes by doing this it will “help consumers, retailers and bar staff better understand the brand’s exciting and innovative offering and Kentucky heritage.”

It has advised that the drink will remain the same, despite it being touted at its 2010 UK launch as a “sweet tea-based liqueur.”

It is also spending £1m on a marketing campaign to help drive sales to the brand, which will include TV advertising through July and August and sampling at festivals.

Ronak Mashru, Head of Innovation Commercialisation said:

Jeremiah Weed, which comes in two varieties– Ginger Brew and Sour Mash – is made from a blend of cider, spirits and flavourings and and is aimed at a more masculine and mature audience than other ciders.

It is best served with a mixer, over ice and in branded glassware styled to look like jam jars.

In 2007, Diageo previously trialed its Cashel’s Extra Smooth cider brand in the UK but pulled out of a full launch, saying that entering the cider market was “not in line with its business strategy”.

However, the UK cider category is now worth more than £2.5 billion and is growing at 6% year-on-year – hence the strategy rethink and rebranding.