Jeremiah Weed

Diageo is giving Jeremiah Weed a new look

Diageo has given its Jeremiah Weed brew a new look supported by a £1m push.

From next month, all Jeremiah Weed bottles will feature a new label descriptor - Kentucky Style Cider Brew - in a nod to the brand’s Kentucky heritage.

The updated look and a new 330ml bottle format would bring more consumers to the brand, which comes in two flavours - Ginger and Sour Mash - by helping them understand “just what makes a Kentucky Style Cider Brew”, said Ronak Mashru, head of UK innovation commercialisation at Diageo.

The £1m campaign kicks off on 1 July and will include social media, in-store and sampling activity.