Crabbie’s Alcoholic Ginger Beer has been launched in 500ml PET bottles for busy bars, pubs and clubs and other venues where glass cannot be used.
The PET bottle design is smaller and thinner than Crabbie’s traditional 500ml glass bottles and will be distributed in the on-trade especially to the growing number of sporting venues.
It follows Crabbie’s becoming the Official Ginger Beer Partner of Scottish Rugby Union this year. The new bottle format will ensure the Crabbie’s range can be easily sold where glass is prohibited at key international and domestic matches throughout Scotland.
Michelle Raworth, senior marketing controller for Crabbie’s Alcoholic Ginger Beer at Halewood Wines & Spirits, said: “Launching a PET format enables us to maximise Crabbie’s within sporting venues and support our rugby partnerships and sponsorships.
“The PET format will also allow consumers to enjoy the Crabbie’s range during a wider range of occasions, such as at festivals and in nightclubs.”
Halewood has also agreed a deal for Crabbie’s to sponsor the London Double Header rugby union event at Twickenham on Saturday September 3 for two matches involving Harlequins, Saracens, Bristol and Worcester.
The sponsorship includes significant branding around the stadium and will raise the profile of the Crabbie’s brand among English rugby fans. A deal has also been agreed to permanently list the 500ml PET bottle at Twickenham in both Original and Scottish Raspberry flavours.