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News
Have a Crabbie Christmas with ginger mulled wine
Halewood International will extend its Crabbies brand with a ginger mulled wine launching in time for Christmas.
Following on from the success of the brand’s Alcoholic Ginger Beer – a product that won the Launch of the Year award at the 2010 Drinks Business Awards – Crabbie’s is continuing in the ginger vein, hoping the new variant will be seen as an “indulgent premium” option in the on-trade, and a festive impulse buy in the off-trade.
The launch will be supported by a national campaign coupled with sampling and on-site support. The brand has already secured over 2,000 on- and off-trade listings, including Punch Taverns, Coors Brewers and a host of national supermarkets and cash-and-carries.
Richard Clark, Halewood’s head of innovation, said: “In the run up to the Festive season both the take-home and on-trade are looking for credible branded products that will offer retailers the opportunity to make significant incremental sales.
"Ginger serves perfectly as a warm drink and Crabbie’s Ginger Mulled Wine offers a festive option for consumers looking to ‘trade up’ to an indulgent premium product in the on-trade and a festive impulse purchase in the take-home market.”
Crabbie’s spiced ginger mulled wine is sold in 75cl bottles at 12% abv, with an RSP of £4.99 in the off-trade and approximately £2 per glass in the on-trade.
Marinel FitzSimons, 08.09.2010