Halewood has poured Crabbie’s Ginger Beer into a 500ml PET bottle as the next part of a strategy to extend the brew’s appeal.
The format, which follows the launch of a 250ml can in June designed to increase the brand’s attraction for a younger audience, is being rolled out now across Crabbie’s Original, Light and Scottish Raspberry variants.
The aim of the latest variant was to make the drink more accessible at outdoor and sporting events, said senior marketing controller Michelle Raworth, adding it was thinner and smaller than Crabbie’s traditional 500ml glass bottle and was suitable for venues that didn’t allow glass.
“Launching a PET format enables us to maximise Crabbie’s within sporting venues and support our rugby partnerships and sponsorships and will also allow consumers to enjoy the Crabbie’s range during a wider range of occasions, such as at festivals and in nightclubs.”
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