New flavours of Crabbie's launched

18 March, 2013

Halewood International has launched two new flavours of Crabbie’s Alcoholic Ginger Beer.

Raspberry and Strawberry & Lime will join Spiced Original and the original flavour in the off-trade from April.

Halewood values its Crabbie’s brand, which was launched four years ago, at more than £105 million but wants to “extend usage and occasions” with the new flavours.

Marketing controller Al Cross said: “Consumer research has demonstrated there was an appetite for new flavours and SKUs 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 Crabbie’s Raspberry resulting in Halewood spending several months creating the perfect combination of flavours.

“The flavours, which have taken 12 months to research and trial, provide an excellent platform to attract new consumers who may not have tried Crabbie’s before and who are looking for an alternative during nights in or out with friends.”

Prices for the new 50cl drinks will be in line with the existing flavours.

The launch will be supported by a national radio campaign during March, TV advertising in May and new POS support and a social media campaign throughout the year.

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