Halewood International has launched Lazy Jack’s - an American-style, cloudy apple cider.

Billed as the first of its kind in the UK, the brand is aimed at 22-30 year-old consumers. Available in singles (rrp £1.29) and four-packs (rrp £4.89), Lazy Jack’s comes in 355ml bottles with an ABV of 4.7%.

Director of innovation Richard Clark said: “Lazy Jack’s is the first piece of true innovation in the apple cider category for some time. Apple and pear ciders account for around 90% of cider volume and we believe there is significant scope. Consumer research has supported the fact that the bottle serve combined with US liquid style will encourage new consumers to enter the cider category on new occasions.”