Crabbie’s Spiced Orange to launch this week
Halewood International is to launch Crabbie’s Spiced Orange on Friday.
Crabbie’s Spiced Orange combines the Original Crabbie’s Alcoholic Ginger Beer with natural infusions of orange and spices.
The launch marks the brand’s first product development since the launch in February 2009, with the target market still women and men aged between 22-55.
Benefiting from all Crabbie’s brand activity and the ‘Tickety Boo’ campaign with George and Camilla, Spiced Orange will be supported by a fully National TV campaign, sampling and consumer PR in the run up to and including Christmas.
Richard Clark, director of innovation at Halewood International, said: “Crabbie's Spiced Orange provides further new interest in the Crabbie's range. The new taste of Crabbie’s Spiced Orange broadens the appeal both with existing Crabbie's consumers as well as bringing new drinkers into the brand for the first time - to include female and younger adult consumers.
“Crabbie’s Alcoholic Ginger Beer has mass market appeal so the next natural step for the brand was to look at a new variety offering whilst keeping the ginger heritage. Consumer research indicates that orange is the most popular flavour profile - and our subtle, delicious infusion of orange and gentle spices works fantastically well with our classic Crabbie's ginger taste.”