The UK’s Favorite Ginger Beer Now Available A Can
Available in a 4x440ml pack format featuring the distinctive green Crabbie’s branding, Morrison’s will be the first major multiple to list the product where it will retail at £5.49.
1 Oct 2012 --- Halewood International, the UK’s leading independent drinks manufacturer, has announced a new can format for one of its leading brands, Crabbie’s Alcoholic Ginger Beer.
Launched to fulfil a gap in the market amongst 25-50 year old males, Crabbie’s Alcoholic Ginger Beer will offer a refreshing alternative to other canned brands dominating the market and is expected to extend potential in a category valued at £1.5B (IRI).
Available in a 4x440ml pack format featuring the distinctive green Crabbie’s branding, Morrison’s will be the first major multiple to list the product where it will retail at £5.49. Distribution has also been secured with Rail Gourmet, which serves the UK national rail network as well as a number of independent retailers.
Unlike other brands, Crabbie’s offers a unique position in terms of product and personality and is expected to bring new consumer interest into the canned ale category by extending usage and occasions. Its versatility will make it the perfect choice for a refreshing alternative at festivals, picnics and garden parties.
Crabbie’s in a can will also be available through various partnership clubs including Everton FC and West Bromwich Albion FC where glass is not allowed.
Richard Clark Director of Innovation, commented: “Crabbie’s has achieved notable success within the Off Trade since the brand was launched in 2009, but we are now looking to offer consumers more choice and occasions to enjoy the brand.
“The canned ale category has huge potential in the UK, but it requires new, innovative brands to retain consumer interest, and our new can format for Crabbie’s Ginger Beer should do just that.
“We also believe that the cans are a good platform to attract new consumers who may not have tried the product before and who prefer their beverages in this can format.
Crabbies continues to be supported on national TV and radio this Autumn, and more specifically the new product packaging will be supported by significant consumer and social media activity, particularly through the Crabbie’s UK Facebook page and Twitter feed.
