Jacques cider targets female drinkers?

Heineken UK is planning summer parties, sampling campaigns and the use of Facebook to attract more female drinkers to its Jacques cider brand.

Launching this month, the marketing programme will give Benefit cosmetics shoppers the chace to sample Jacques at 12 stores. Toni & Guy hair stylists will offer customers a free bottle of the cider. A Jacques sampling bar will also be available at London Fashion Weekend from September 23-26.

Activity will also include parties at the Jacques Townhouse at Fitzroy Square in London, hosted by Sophie Ellis Bextor. Consumers will be able to register for the evenings on Facebook.

Benefit will provide beauticians, female DJs Broken Hearts will play music, and there will be a range of vintage clothes and accessories for dressing up. Photos will be posted on the Jacques Facebook site facebook.com/jacques.

The campaign will be supported through press activity in women’s magazines including Glamour, OK, and Grazia.

Doug Cook, brand manager for Jacques at Heineken UK, said: “This year sees our most significant investment in the Jacques brand to date. We will be creating a live brand experience that will appeal to female consumers, combined with some very exciting partnerships to help bring the brand to all aspects of our drinkers’ social lives.”