In just over two years, Halewood International has catapulted the Crabbie’s Beer brand into the UK market. After increasing demand from consumers overseas, Crabbie’s will now launch in the Australia via Australian grocery and alcoholic drinks retailer, Woolworths.
National distribution has been secured with Woolworths Liquor, BWS and Dan Murphy’s store formats which will see Crabbie’s Alcoholic Ginger Beer on shelves throughout the chain’s entire 1250 portfolio estate.
Positioned as a premium import with Scottish Heritage, Crabbie’s will be available in its original 500ml single bottle and will target the long drinks category. Graham Oak, global brands director for Halewood International, said: “Achieving international distribution only two years after launch, demonstrates the scale of opportunity for the Crabbie’s Alcoholic Ginger Beer brand.
“Australia was the perfect oversees launch market as there’s already an awareness of alcoholic ginger products there. Crabbie’s aims to capitalise on that existing market and grow market share and volume.”
Source: Crabbie’s
© FoodBev Media Ltd 2024