Crabbie’s launches ginger mixer lines

04 February, 2011

Two ginger mixers are being added to the Crabbie’s line-up this month.

John Crabbie’s Clear Dry Ginger Ale and Fiery Ginger Beer will join John Crabbie’s Cloudy Ginger, a non-alcoholic soft drink version of the brand’s alcoholic ginger beer, which was launched last autumn.

It is the latest stage in owner Halewood International’s rapid expansion of the Crabbie’s brand, which has included a variety of pack sizes, a mulled ginger wine and a range of bagged nuts.

The new products will be packaged in 20cl glass bottles, with a four-pack carrying a take-home rrp of £3.99.

“The adult soft drinks market experienced significant growth in 2010, with increasing consumer interest in quality, premium alcoholic liquids and cocktails,” said head of innovation Richard Clark. “The demand for premium mixers to complement such drinks is also increasing – the mixer is now as important as the spirit.

“Spirit brands are often associated with certain cocktails but this rarely happens with branded mixers. Halewood plans to make John Crabbie’s the associated brand name for all ginger-based cocktails.”

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