The UK’s bestselling alcoholic ginger beer, Crabbie’s, has been extended into the beer market with a blend of ginger beer and an IPA.
Believed to be the first of its kind, it is a combination of alcoholic ginger beer with craft-brewed Red IPA from Sadler’s Ales in the West Midlands, bottled at 4.7% ABV.
It offers a deeply fruity flavour from the hops with a fiery kick of ginger due to the six-week steeping process that gives Crabbie’s its rich, spicy finish.
The smooth hoppy IPA is the first release from Crabbie’s newly formed The Crafty Ginger Collection, which will see the addition of a Crabbie’s stout in December.
The launch also signals the introduction of a bolder packaging design that will be applied to all 330ml and 500ml bottles in the Crabbie’s range. The distinctive design dials up the brand’s craftsmanship credentials to make it “more relevant and eye-catching on the back bar or fridges to craft ale and beer fans” while remaining in keeping with the category’s contemporary look and feel. The colours on the label are designed to provide clear navigation between the range’s flavours.
Anja Weise-O’Connor, senior marketing manager for Crabbie’s at Halewood Wines & Spirits, said: “Introducing the very first ginger IPA into our established range is a bold and exciting move that we’re confident will be beneficial for the on-trade, particularly as the craft beer segment is experiencing growth from consumers looking for unique flavour variants.
“With Crabbie’s Alcoholic Ginger Beer commanding its position as the number-one alcoholic ginger beer in the market, selling more than 220 million bottles to date, we have no doubt that the launch of the IPA in our Crafty Ginger Collection, combined with the strength of the brand and a strong new packaging design, will drive incremental sales to both Crabbie’s and the category.
“The new, refreshing design really reflects the authentic craftsmanship behind all Crabbie’s products and will catch the eye of those eager to experiment with something new when they visit on trade venues, inspiring trial and driving sales.”
Crabbie’s ginger IPA is available to the on-trade through Bestway, Tennent’s, LWC Drinks and HB Clark Beers, Wine & Spirits and online at Amazon and DrinkSupermarket.