Crabbie's ginger beer range extended with two new fruit variants

Halewood International is expanding its Crabbie’s alcoholic ginger beer with two fruit variants to arrest declining sales.

Designed to extend the brand’s appeal to a younger consumer base, the strawberry & lime and raspberry drinks (rsp: £2.09/500ml) will roll out in April, backed by a national radio push, TV ads, and social media activity.

The 4% abv SKUs trialed well with 25 to 35-year-olds, said Halewood innovation director Richard Clark, and would provide an “excellent platform” to attract new consumers.

Off-trade sales of the Crabbie’s alcoholic ginger beer brand fell 3.1% year-on-year to £26.7m [Nielsen 52 w/e 13 October 2012].