Halewood International is releasing the new product, crafted using natural lemons, packed in a 33cl bottle format at 4% ABV.
Crabbie’s Cloudy Alcoholic Lemonade has been added to the brand’s portfolio to be enjoyed in different occasions to the alcoholic ginger beers and to appeal to new young consumers who may not have been attracted to the Crabbie’s range.
Research commissioned by Halewood International from Buzzz found that 81% of respondents said they would be very likely to buy when presented with the concept of cloudy alcoholic lemonade. During taste tests with the same group, it emerged that Crabbie’s Cloudy Alcoholic Lemonade appealed strongly to people aged 22 to 35 who did not drink Crabbie’s Alcoholic Ginger Beer and that it also suited higher-energy occasions such as nights out.
Richard Clark, director of innovation at Halewood International, said: “The launch of Cloudy Alcoholic Lemonade represents a fresh approach for the Crabbie’s brand which is looking to pioneer new forms of refreshment. Consumer research indicated a real demand for this product, and our consumers expect the Crabbie’s brand to be daring and bold whilst retaining traditional and quality cues, such as with the launches of Crabbie’s raspberry and strawberry and lime.”
Source: Halewood International
© FoodBev Media Ltd 2024