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Your email address will not be published.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

Regional Sales Manager (London)

Ian Macleod Distillers
London, UK

Wine Trader

Vintage Capital II PLC
London, UK

International Marketing Assistant

iDealwine
Paris, France

Senior Partner Manager - Managed On-Trade

Maverick Drinks
United Kingdom

Brand Activation Manager UK & Europe

Australian Vintage
London, UK

Sales Account Manager

Matthew Clark
Reading, UK

Brand Activation Executive

Pernod Ricard UK
London, UK

Logistics Administrator

Swig Wines Ltd
London

Customer Service Manager

Jascots Wine Merchants
London, UK

Transport Manager

Jascots Wine Merchants
London, UK

International Bulk Wine & Spirits Show (IBWSS)

California,USA
25th Jul 2018

Cape Wine 2018

Cape Town,South Africa
12th Sep 2018

The Wine & Spirits Show

London,United Kingdom
12th Oct 2018
Click to view more

The Global Malbec Masters 2018

Deadline : 1st August 2018

Champagne Masters 2018

Deadline : 1st August 2018

Click to view more

The Global Malbec Masters 2017

the drinks business is proud to announce the inaugural Global Malbec Masters 2017

The Global Sparkling Masters 2017

the drinks business is thrilled to announce the launch of The Global Sparkling Masters.

Click to view more