Crabbie's goes into cans
The alcoholic ginger beer category has taken a significant step with the first move into cans by a major brand.
Crabbie’s has been put into 44cl cans by supplier Halewood International with Morrisons the first multiple to sign up for a listing, where it will retail at £5.49.
The company is also targeting independents, on-the-go opportunities and events including festivals.
Everton and West Bromwich Albion football clubs will be selling the cans, opening up a new market for Crabbie’s as football grounds are not allowed to sell glass bottles, the only format the brand has appeared in to date.
The cans will also be sold by national rail network caterer Rail Gourmet.
“We are looking to offer consumers more choice and occasions to enjoy the brand,” said Halewood director of innovation Richard Clark.
“The canned ale category has huge potential in the UK but it requires new, innovative brands to retain consumer interest.
“We also believe that the cans are a good platform to attract new consumers who may not have tried the product before and who prefer their beverages in this format.”