Crabbie's releases first Ginger IPA

16 November, 2017

Crabbie’s is moving into the craft beer market with a ginger beer and IPA blend, which the company said is the first of its kind.

The unique recipe blends Crabbie’s Alcoholic Ginger Beer with a Red IPA from Sadler’s Ales.

The 4.7% abv drink is described as having a deep fruit flavour from the hops, with a fiery kick of ginger, courtesy of the brand’s six-week steeping process, giving it a rich, spicy finish.

The ginger IPA is the first edition in Crabbie’s freshly formulated The Crafty Ginger Collection, which is inspired by founder John Crabbie’s approach to drinks making. The collection will see the addition of a Crabbie’s Stout in December.

The launch also coincides with a bolder packaging design for the brand, which will be applied to all 33cl and 50cl bottles.

Anja Weise-O’Connor, senior marketing manager, said: “Introducing the very first ginger IPA into our established range is a bold and exciting move that we are confident will be beneficial for the off-trade, particularly as the craft beer segment is experiencing growth from consumers looking for unique flavour variants.

“With Crabbie’s Alcoholic Ginger Beer commanding its position as the number one alcoholic ginger beer in the market, selling more than 220 million bottles to date, we have no doubt that the launch of the IPA in our Crafty Ginger Collection, combined with the strength of the brand and a strong new packaging design, will drive incremental sales to both Crabbie’s and the category.

“To further help drive sales in the retail channel, Crabbie’s will be supporting stores with sampling events to encourage trial and purchase, placing features within in-house magazines, as well as supporting via social and digital exciting the tastebuds of craft beer lovers and ginger enthusiasts alike.”

Bookmark this

Site Search


The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know