Halewood to market new Crabbie's drink at 'connoisseurs'
Halewood International is to launch a new variety of its Crabbie's drinks brand aimed at 'ginger and ale connoisseurs'.
Crabbie's Black, a 6% alcoholic ginger beer, will be targeted at "a slightly older, more demanding male audience". It follows the launch of Crabbie's Alcoholic Ginger Beer in 2009.
The new drink will be supported by a consumer press campaign fronted by Alan Hansen as well as in-store and outdoor sampling, trade press and point of sale.
Richard Clark, director of innovation at Halewood International, said: “Our research has shown there’s a strong demand for additional expansion of the Crabbie’s portfolio by creating more distinct tasting products for our consumers to enjoy.
"Real Ales with higher ABVs are currently experiencing growth in both the On Trade and Take Home markets, providing a timely opportunity to launch Crabbie’s Black.”