Jacques Cider Secures New Deal With Northern Racing

Heineken UK’s Jacques Cider with Fruit has teamed up with Northern Racing to build on its ‘female appeal’. Jacques, which will sponsor 13 of the Northern group’s Ladies Day and  Ladies Night fixtures across its nine racecourses, will see the brand on sale at the events, sponsoring Best Dressed and Best Hat competitions as well as involvement in the live activity at the racecourses.
Gary Dewart, Multiple Account Manager at Heineken UK said: “The new partnership represents a great opportunity for both parties.  As well as helping us build awareness of Jacques amongst the brand’s core target market, the Ladies Days and Night events will provide us with significant opportunities for marketing the brand.”
The partnership marks the industry-wide movement to broaden the appeal of horseracing to new audiences, with a determined focus on the female market.
Jo Miller, Head of Group Sales at Northern Racing said:   The Jacques brand really complements our approach in targeting the female audience.”