Halewood Wines & Spirits has launched a new can format for its iconic Crabbie’s Alcoholic Ginger Beer range, in order to extend the brand’s reach this summer.
The 250ml cans are available across three Crabbie’s Alcoholic Ginger Beer variants; Crabbie’s Original, Light and Scottish Raspberry, and the bright, colourful designs ensure the cans stand-out in the fridge or on-shelf.
Crabbie’s cans will broaden the appeal of the brand amongst a younger 25-34 year old audience, and make the Crabbie’s range more accessible across a variety of different occasions including festivals, BBQs at home, and during major summer events such as the European Championships.
Price Marked Packs (PMPs) are available for the Crabbie’s can range, marked at two for £2.50, which will encourage purchase across the range within the convenience and impulse channels at a consistently competitive price. Non price marked packs are also available.
Both the Original and Scottish Raspberry flavours feature the much-loved Crabbie’s taste, with an ABV of 4%. Crabbie’s Light, launched last year, contains half the amount of ginger, opening up more drinking occasions for the consumer including as a perfect mixer in cocktails, and has a lower ABV of 2.8%. The entire Crabbie’s range is also gluten free, tapping into increasing consumer interest and demand for ‘free from’ products.
Michelle Chadwick, Senior Brand Manager for Crabbie’s Alcoholic Ginger Beer at Halewood Wines & Spirits, commented:
“The introduction of cans provides greater convenience for both retailers and consumers, and importantly, opens up the brand to a wider range of occasions and audiences.
“Crabbie’s in cans also refrigerates faster than in bottles and so is perfect for the summer months; a key time of year for the Crabbie’s brand, and when the range will be sampled at a variety of events throughout the UK.”