Originally a ginger wine brand, Crabbie’s has enjoyed a renaissance following the introduction of alcoholic ginger beer which was heavily supported.
The latest addition, John Crabbie’s Cloudy Ginger Beer, is Halewood’s second foray into the soft drinks market after the launch of Iron Press, a soft drink targeted at “real men”, earlier this year.
The company said there would be more Crabbie’s products before the year-end.
The non-alcoholic ginger beer is aimed at ABC1s aged 25 to 55 as a “premium alternative brand in the soft drinks market”. It will be sold in a 70cl bottle, with an rrp of £2.49, and a four-pack of 33cl bottles at £4.49. The launch is being backed by press activity and sampling.
Head of innovation Richard Clark said: “The adult soft drinks market is growing significantly and we identified a number of gaps in the market.”