Halewood International, the UK’s leading independent drinks manufacturer, has announced a new addition to its portfolio, Crabbie’s Light Alcoholic Ginger Beer, which comes hot on the heels of Crabbie’s broadcast sponsorship of Channel 4’s TFIFriday.
Set to launch throughout Autumn 2015, Crabbie’s Light Ginger Beer contains half the ginger of Crabbie’s Original Alcoholic Ginger Beer, providing a more versatile liquid either consumed chilled, straight from the bottle with a wedge of lime, or as a mixer substitute when paired with Whisky, Rum, Gin or Vodka .
The product is targeted at the 25-35 male and female demographic; those who are looking for something new, but are not willing to compromise on quality or be lured by imitation brands. Crabbie’s Light’s versatility as a cocktail base will expand the consumer’s drinking experiences and the ‘lighter’ taste also allows for greater food matching possibilities.
Unlike other alcoholic ginger beers on the market, Crabbie’s Light is steeped for six weeks meaning you get a genuine ginger beer rather than a flavoured liquid, providing a much more rounded drink and an ideal mixer.
Richard Clark, of Halewood International, said:“Crabbie’s Light Ginger Beer aims to bring an innovative new product to market, offering a more refreshing Ginger Beer, with 50% less Ginger than Crabbie’s Original, that not only provides a drink that creates a broader drinking occasion, but also complements the tastes of different spirits.
“Research, development and initial reaction from the trade has been way above our expectations and we’re very excited to get the product into consumers hands.”
Fermented for six weeks, with an ABV of 2.8%, Crabbie’s Light will be available in 330ml and 500ml bottles.
The launch will include ATL activity such as TV, outdoor campaigns, and a strong social media and digital presence, as well as continued support through the TFI Friday broadcast sponsorship. The product will be supported by PR, event and festival sponsorship along with in-store promotion through collaret activity in the off trade and in bar PoS to promote product versatility and increased drinking occasions.