Heineken UK’s Jacques Cider with Fruit is further emphasising its ‘female appeal’ and placing the brand firmly within the world of young women with style with its biggest investment in the brand to date.

Launching in July in full, the marketing programme—created by Exposure—encompasses digital and brand events and promises females the opportunity to experience a stylish, girlie summer courtesy of Jacques. The first event for the brand, which took place in May, was an in store event at selected River Island stores which ran in conjunction with Graduate Fashion Week where the Jacques sampling bar was installed for the duration.

The activity will culminate in July & August in the exclusive and elegant setting of The Jacques Townhouse in London. The Jacques styled house will play host to Jacques drinkers who are seeking a stylish, girlie haven for the evening.

The soirees, which will be hosted at the Grade 1-listed Georgian townhouse by celebrity songstress Sophie Ellis Bextor, will be based on the quintessential English tea party but with an added Jacques twist. Benefit Сosmetics will host a Powder Room, where beauticians will be on hand to offer free lash couture inspired by Sophie’s ‘party looks’ and Broken Hearts DJs will create a fun and playful atmosphere with eclectic tunes and curiosities including numbers as diverse as Harry Belafonte and the Beastie Boys.

Party goers will have access to a range of vintage clothes and accessories which they can dress up in and then pose for a professional portrait which will be posted on the Jacques Facebook site where it can be shared with friends.