Halewood International has added Light Alcoholic Ginger Beer to its popular Crabbie’s range of drinks.
It contains half the ginger of Crabbie’s Original Alcoholic Ginger Beer, providing a more versatile liquid either drunk chilled, straight from the bottle with a wedge of lime, or as a spirits mixer.
The product is targeted at men and women aged 25 to 35, with a lighter taste that allows for greater food matching possibilities. Fermented for six weeks, with an ABV of 2.8%, it is available in 330ml and 500ml bottles.
Richard Clark, marketing director of Halewood International, said: “Crabbie’s Light Ginger Beer aims to bring an innovative new product to market, offering a more refreshing ginger beer, with 50% less ginger than Crabbie’s Original, that not only provides a drink that creates a broader drinking occasion, but also complements the tastes of different spirits.
The launch is being supported with advertising such as TV and outdoor campaigns, and a strong social media and digital presence, as well as continued support through the brand’s sponsorship of Chris Evans’s TV show TFI Friday.