Crabbie’s extends range with Light Alcoholic Ginger Beer

Crabbies Light

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.

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