Crabbie’s extends product line for male audience

Brewers of Crabbie’s alcoholic ginger beer, Halewood International, are to launch a more mature product line catered especially for a male audience.

Crabbie’s Black, with a 6 per cent ABV, will be supported by a consumer press campaign fronted by football pundit Alan Hansen, as well as in-store and outdoor sampling, trade press and POS support.

Richard Clark, director of innovation at Halewood, said that the move comes following a “strong demand” for more “distinct tasting products for customers to enjoy”, reports TheDrinksBusiness.com.

The 330ml bottled beverage takes 12 weeks for the extra steeping process before it is then matured in oak barrels, leading to a deeper and stronger taste.

Halewood stipulates that the drink must be served ice cold for maximum enjoyment.

In a company statement, the group added: “Black aims to bring new consumers into the brand by targeting more relaxed occasions to further drive growth of the ale category and increase distribution of the CrabbieÂ’s brand to new venues in both the on-trade and take home markets.”

In addition to the TV campaign and POS support, there will also be in-store and outdoor sampling opportunities, says Talking Retail.

Crabbie’s Black comes to both the on-trade and take-home market as of August 26th.

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