A Crabbie’s first – Innovation Plans To Rejuvenate The RTD Category

17 Mar 2014 --- Halewood International has announced new Crabbie’s innovation that will position this new range for the first time in the RTD category.

Aimed at 22-26 year old consumers, the new alcoholic fruits range will appeal to a younger audience looking for a sweeter product to enjoy with friends during summer occasions, both in and outdoor.

Crabbie’s Fruits will be available in three fruity flavours with Zesty Lemon, Raspberry & Rhubarb and Black Cherry variants. Made with natural fruit ingredients and free from artificial colours and flavours, the range will be available in 330ml bottles with a 4% ABV, and is designed to be consumed straight from the bottle.

For the first time since the launch of Crabbie’s Alcoholic Ginger Beer, these new products won’t contain the much loved ginger and spices that made the Crabbie’s brand the success it is, but they will contain up to 10% juice across the range.

Extending the brand to a 22-26 year old audience who favour fruitier alternatives, the new range will play a key role for the Crabbie’s Brand making it perfect for enjoying at festivals, summer parties or beer garden ‘time out’ with friends.

The three fruity flavours, with a new label and bottle, will stand out in a crowded back bar fridge and create differentiation from other RTDs available by its unique liquid and natural ingredients.

Crabbie’s will be supporting the launch with significant consumer campaign throughout the summer and beyond including PR, Digital, Social Media channels that resonate with the younger, more socially connected audience.  The launch will be supported by a national sampling campaign at a range of summer events across the UK.

Halewood International will be rolling out a variety of point-of-sale items within the On Trade to help drive rate-of-sale, including drip mats, ice buckets, bunting and tent cards.

Richard Clark, Director of Innovation at Halewood International, comments: “Crabbie’s is now a well-established brand, and whilst the Crabbie’s Alcoholic Ginger Beer variants remain our core product lines, our research suggests there is a strong desire from younger consumers for Crabbie’s Fruits.

“The launch of Crabbie’s Fruits will significantly extend the footprint for the brand.  The combination of a refreshingly natural liquid, 330ml serve and three refreshing flavours present both a unique proposition and genuine innovation to the RTD category and fulfil a need for a sweeter tasting product that builds on the heritage of a brand people love and trust.”