Halewood launches Crabbie’s Black17th August, 2011 by Alan Lodge
Halewood International is set to expand its Crabbie’s Alcoholic Ginger Beer brand with the launch of a 6% abv variant, Crabbie’s Black.
The product will launch in the UK off- and on-trades on 26 August and is designed to offer consumers “a more considered choice with a stronger deeper taste”.
Available in a 330ml bottle, Crabbie’s Black is targeted at an older male audience.
According to the company, it takes 12 weeks for the extra steeping process and then oak matured to create a deeper stronger taste.
A Halewood statement said: “Black aims to bring new consumers into the brand by targeting more relaxed occasions to further drive growth of the ale category and increase distribution of the Crabbie’s brand to new venues in both the on-trade and take home markets.”
Richard Clark, director of innovation at Halewood, added: “Our research has shown there’s a strong demand for additional expansion of the Crabbie’s portfolio by creating more distinct tasting products for our consumers to enjoy.
“Real ales with a higher abv are currently experiencing growth in both the on-trade and take home markets, providing a timely opportunity to launch Crabbie’s Black.”
Crabbie’s Black will be supported by a consumer press campaign fronted by Match of the Day pundit Alan Hansen, as well as in-store and outdoor sampling, trade press and POS support.