Crabbie's leaves out the ginger for RTD launch

17 March, 2014

Halewood International is launching a range of gingerless RTDs under the Crabbie’s brand name.

Crabbie’s Fruits will be in Zesty Lemon, Raspberry & Rhubarb and Black Cherry flavours, in 33cl bottles with an abv of 4%.

Crabbie’s will remain primarily an alcoholic ginger beer brand, but the shift from spicy to sweeter flavours for the new products is designed to appeal to a younger audience in the 22-26 age bracket.

The launch is begin backed by off-trade POS, online activity including social media, and sampling at summer events.

Director of innovation Richard Clark said: “The launch of Crabbie’s Fruits will significantly extend the footprint for the brand.”

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