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Published:  23 July, 2008

Sidekick, top of the fast-growing UK shooter' market, has been bought by Halewood International from cider-maker Bulmer's for an undisclosed sum. Halewood - which also owns the perry Lambrini, the RTD Red Square and Romanian wine brand Prahova Valley - is putting 1 million behind the party shot' to drive sales in the 100 million category, which according to AC Nielsen is up 25% year on year. Richard Clark, marketing manager at Halewood, said: We've learnt a lot from our involvement in the 18 to 24 market and feel we can really push the brand forward. Bulmer's has, understandably, neglected the brand over the past year, but it has huge awareness [66%] among its market and a market share of around 43%.' Halewood also launched its own shooter, Red Square Hot Shot, earlier this year and is now the largest player in the shooter market.