Halewood International has announced that it is to make Crabbie’s Alcoholic Ginger Beer available in cans for bars, especially where there are restrictions on the use of glass.
The 440ml cans have been developed to offer “extra versatility” in the on-trade as an alternative for outside spaces such as gardens and terraces. Some late-night venues are also restricted in the use of glass by licensing regulations.
Halewood International says the new format is expected to extend the potential for growth in a category that is already valued at £1.5billion.
Crabbie’s in a can will also be available through partnerships with football clubs including Everton FC and West Bromwich Albion FC where glass is not allowed.
Richard Clark, director of innovation, said: “Crabbie’s has achieved notable success within the on-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 format when they are in a no-glass situation, usually at staged events or outdoor programmes.”
Crabbies continues to be supported on national TV and radio this autumn. The new canned format will be supported by social media activity, particularly through the Crabbie’s UK Facebook page and Twitter feed.
