Crabbie’s Pioneers Refreshment With Cloudy Alcoholic Lemonade
26 Jul 2013 --- Halewood International, the UK’s leading independent drinks manufacturer, has announced a significant piece of innovation with the launch of Cloudy Alcoholic Lemonade for its iconic Crabbie’s brand.
Crabbie’s Cloudy Alcoholic Lemonade has been crafted in order to enable the Crabbie’s brand to be enjoyed in different occasions and by new young consumers, who may not have previously been attracted to the Crabbie’s range.
Halewood International commissioned consumer research, carried out by Buzzz, with 81% of respondents stating that they would be very likely to purchase, when presented with the concept of Cloudy Alcoholic Lemonade.
During taste tests with the same group, it became apparent that Crabbie’s Cloudy Alcoholic Lemonade appeals strongly with non Crabbie’s Alcoholic Ginger Beer drinkers within the 22-35 year age bracket, and for higher energy occasions such as nights out.
Crabbie’s Cloudy Alcoholic Lemonade will be available in the On Trade only from July in a 330ml bottle format with a 4% ABV, and is crafted using natural lemons. It should be enjoyed ice cold from the bottle, and is suitable for a wide range of occasions throughout the day including over lunch, late afternoon events and during the evening.
Consumer insight suggests drinking straight from the bottle is returning with popularity within the On Trade for fruit ciders and lagers, as an alternative to the phenomena of over ice brands.
The Crabbie’s team are talking to a number of retailers and have several listings in the pipeline this summer.
Richard Clark, Director of Innovation at Halewood International, comments: “The launch of Cloudy Alcoholic Lemonade represents a fresh approach for the Crabbie’s brand which is looking to pioneer new forms of refreshment.
“Consumer research indicated a real demand for this product, and our consumers expect the Crabbie’s brand to be daring and bold, whilst retaining traditional and quality cues, such as with the launches of Crabbie’s Raspberry and Strawberry and Lime.
The launch also follows the recent introduction of Crabbie’s Raspberry and Crabbie’s Strawberry and Lime Ginger Beers, which have been well-received in both the On and Off Trades.
The brand will be supported through TV, trade and consumer press, engagement through the Crabbie’s Facebook page, and with a range of POS materials for the On Trade, including menu stands, posters and bar mats.
