Halewood Wines & Spirits has launched a new can format for its Crabbie’s alcoholic ginger beer range, in order to extend the brand’s reach this summer.
The 250ml cans are available across three variants of the brand’s alcoholic ginger beer: original, light and Scottish raspberry. The bright, colourful designs will ensure the cans stand out in fridges and on shelves, according to brand owner Halewood.
Crabbie’s cans will broaden the appeal of the brand amongst a younger 25–34-year-old audience, it said, and make the Crabbie’s range more accessible across a variety of different occasions including festivals, barbecues and major sporting events.
Both the original and Scottish raspberry flavours feature the usual Crabbie’s taste with an ABV of 4%, while Crabbie’s Light, launched last year, contains half the amount of ginger and has a lower ABV of 2.8%.
Price-marked packs are available for the Crabbie’s can range, marked at two for £2.50, which will encourage purchase across the range within the convenience and impulse channels at a consistently competitive price, Halewood said. Non-price-marked equivalents are also on sale.
Michelle Chadwick, senior brand manager for Crabbie’s alcoholic ginger beer for Halewood Wines & Spirits, commented: “The introduction of cans provides greater convenience for both retailers and consumers, and importantly, opens up the brand to a wider range of occasions and audiences.
“Crabbie’s in cans also refrigerates faster than in bottles and so is perfect for the summer months – a key time of year for the Crabbie’s brand, and when the range will be sampled at a variety of events throughout the UK.”
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