New Crabbie’s Alcoholic Ginger Beer flavours
Two new summer flavours, Raspberry, and Strawberry and Lime, will join existing flavours Original and Spiced Orange to extend the Crabbie’s range of alcoholic ginger beer.
Launched in response to consumer demand, these latest innovations are aimed at developing Halewood International’s presence across the 4% bottled beer/ale category. Launched just four years ago, it already holds a market value in excess of £105m.
By launching these two fruity flavours, Crabbie’s alcoholic ginger beer is seeking to recruit new consumers into the brand as well as extend opportunities and occasions for the ale to be drunk.
Built on consumer research amongst 25-35 year olds, the decision to expand the product portfolio was built on a positive reaction to the taste concepts, with two-thirds of respondents claiming they would definitely make a purchase if the new flavours were made available.
Al Cross, Marketing Controller for Crabbie’s at Halewood International, said: “Consumer research has demonstrated an appetite for the new flavours 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 them, resulting in Halewood spending several months creating the perfect combination of flavours.”
The launch will be supported by a national radio campaign, TV advertising, new POS support and social media activity throughout the year.