Halewood International has launched two new Crabbie’s Alcoholic Ginger Beer flavours, Raspberry, and Strawberry and Lime, to mark the success of the UK’s number one ale brand; launched just four years ago which now holds a market value in excess of £105m. The new flavours which will be available in the pubs from April, aim to develop Halewood’s presence across the 4% bottled beer/ale categories.
Al Cross, Marketing Controller for Crabbie’s at Halewood International, comments, “Consumer research has demonstrated there was an appetite for new flavours and SKUs to be added to the range, to further drive brand and category growth. A high percentage of 25-35 year old men and women indicated their desire for Crabbie’s Raspberry resulting in Halewood spending several months creating the perfect combination of flavours.
“The flavours, which have taken twelve months to research and trial provide an excellent platform, to attract new consumers who may not have tried Crabbie’s before and who are looking for an alternative during nights in or out with friends.”
The launch will be supported by a national radio campaign during March, TV advertising of Crabbie’s Raspberry and Strawberry and Lime Alcoholic Ginger Beers in May, new POS support and a variety of innovative social media activity throughout the year.