Crabbie’s goes down under

Halewood International has announced a new distribution deal in Australia for Crabbie’s Alcoholic Ginger Beer.

The announcement comes just two years after the brand was launched in the UK – indicative of the speed with which the brand has grown in a short space of time.

The brand will be launched nationwide in Australia through one of the country’s largest off-trade retailers, Woolworth’s.

The deal covers distribution in Woolworth’s Liquor, BWS and Dan Murphy’s stores in the retailer’s 1,250 outlets.

Graham Oak, global brands director for Halewood International said: “Achieving international distribution only two years after launch, demonstrates the scale of opportunity for the Crabbie’s Alcoholic Ginger Beer brand.

“Australia was the perfect oversees launch market as there’s already an awareness of alcoholic ginger products there. Crabbie’s aims to capitalise on that existing market and grow market share and volume.”

Marketed as a long drink and available in its 500ml bottle, the target market is said to be 25-45 year old male consumers living in the city and who would regularly be “over ice cider drinkers”.

The launch is to be supported by in-store sampling and print advertising and the announcement of an on-trade distributor is expected in the near future.

The alcoholic ginger beer category has been one of the major success stories in the drinks industry in the past few years, witnessing double-digit growth led primarily by the Crabbie’s brand.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Group Stock Analyst

Berkmann Wine Cellars
London, UK

Global Head of Trade Marketing

Atom Brands
Tonbridge, UK

Brand Manager - NPD & Go to Market

Maverick Drinks
London, UK

Sales Operations Executive

Enotria Winecellars Ltd
London, UK

Brand Manager Marketing Entry Level

Distell International Ltd
London or Glasgow

Brand Manager - Maternity Cover

Hatch Mansfield
Ascot, Berkshire

Finance Manager

The Benevolent, the Drinks Industry Charity

Customer Service Executive

Berkmann Wine Cellars
London, UK

Trade Marketing Manager

Berkmann Wine Cellars
London, UK

Pink Rosé Festival

7th Feb 2019


London,United Kingdom
11th Mar 2019
Click to view more

Fortified Masters 2018

Deadline : 23rd November 2018

The Global Riesling Masters 2018

Deadline : 26th November 2018

Click to view more

The Global Syrah Masters 2018

the drinks business is proud to announce The Global Syrah Masters 2018.

The Global Malbec Masters 2018

the drinks business is proud to announce the inaugural Global Malbec Masters 2018.

Click to view more