Crabbie’s Celebrates Consumer Led Flavour Innovations

22 Mar 2013 --- Halewood International, the UK’s leading independent drinks manufacturer, has launched two new Crabbie’s Alcoholic Ginger Beer flavours to mark the success of the UK’s number one ale brand; launched just four years ago which now holds a market value in excess of £105m.

The two new flavours, Raspberry, and Strawberry and Lime, will join existing flavours Original and Spiced Orange to extend the range of occasions for when the Crabbie’s brand can be enjoyed; both will be launched in April across a wide range of Off and On Trade outlets.

Launched in response to consumer demand, these latest innovations from the UK’s leading Alcoholic Ginger Beer brand, aim to develop Halewood’s presence across the 4% bottled beer/ale categories. By launching these two exciting fruity and refreshing flavours, Crabbie’s is seeking to recruit new consumers into the brand as well as extending opportunities across new occasions throughout the next twelve months.

Built on consumer research amongst 25-35 year olds, the decision to expand the product portfolio was built on a positive reaction with two thirds of respondents claiming they would definitely make a purchase if these new flavours were made available.

Available in both 500ml and 330ml formats, Crabbie’s Raspberry and Strawberry and Lime will seek to extend usage and occasions.  Pricing for both flavours will be in line with the other Crabbie’s variants currently on the market.

As leaders in market innovation, Halewood continues to engage retailers on an on-going basis to identify trends and products which consumers want to try.  The Crabbie’s brand represents a key element in Halewood’s drive for growth and investment in the year ahead.

Richard Clark, Director of Innovation at Halewood International, comments: “In just four years since its launch, Crabbie’s Alcoholic Ginger Beer has undergone a journey which has seen the brand expand to be worth £105m, in addition to securing international exposure and distribution.

Crabbie’s is expanding quickly across the globe. They are now in over 35 countries from UK holiday destinations, Australasia, New Zealand, Canada and from April, Crabbie’s will be available in 35 US states following the successful listing in the Kroger Supermarket Group.

“Consumer research has proven there was an appetite for new flavours and SKUs to be added to the range, to further drive brand and category growth.  A high percentage of 25-35 year old men and women indicated their desire for Crabbie’s Raspberry resulting in Halewood spending several months creating the perfect combination of flavours.

“The flavours, which have taken twelve months to research and trial provide an excellent platform, to attract new consumers who may not have tried Crabbie’s before and who are looking for an alternative during nights in or out with friends.”

The launch will be supported by a national radio campaign during March, TV advertising of Crabbie’s Raspberry and Strawberry and Lime Alcoholic Ginger Beers in May, new POS support and a variety of innovative social media activity throughout the year.