Crabbie’s brand expands with alcoholic fruit drinks

Crabbies fruitsHalewood International is to extend its successful Crabbie’s ginger brand with a new range of alcoholic fruit drinks.

Aimed at 22-26 year old consumers, the new products are aimed at a younger audience looking for a sweeter product to enjoy with friends during summer occasions, both indoors and out.

Crabbie’s Fruits will be available in three flavours: Zesty Lemon, Raspberry & Rhubarb, and Black Cherry. Zesty Lemon will replace Crabbie’s Alcoholic Lemonade, which has performed strongly since its launch last year.

Made with natural fruit ingredients and free from artificial colours and flavours, the range will be available in 330ml bottles with a 4% ABV. It is designed to be drunk straight from the bottle.

With a new Crabbie’s label and bottle, the fruit drinks have been designed to stand out in the back-bar fridge alongside other ready-to-drink (RTD) brands.

Crabbie’s will be supporting the launch with a significant consumer campaign throughout the summer and beyond, including PR, digital and social media that resonate with a younger, more socially connected audience. There will also be a national sampling campaign at a range of summer events across the UK.

Halewood International will be rolling out a variety of point-of-sale items within the on-trade to help drive rate of sale, including drip mats, ice buckets, bunting and tent cards.

Richard Clark, director of innovation at Halewood International, said: “Crabbie’s is now a well-established brand, and whilst the Crabbie’s Alcoholic Ginger Beer variants remain our core product lines, our research suggests there is a strong desire from younger consumers for Crabbie’s Fruits.

“The launch of Crabbie’s Fruits will significantly extend the footprint for the brand. The combination of a refreshingly natural liquid, 330ml serve and three refreshing flavours present both a unique proposition and genuine innovation to the RTD category and fulfil a need for a sweeter tasting product that builds on the heritage of a brand people love and trust.”

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