Halewood International, the UK’s independent drinks business, has announced it will launch Crabbie’s Spiced Orange, a new variety crafted from the Crabbie’s Alcoholic Ginger Beer brand.
Launching on 7th October, the new variety will mark the brand’s first product development since the launch in February 2009.
The new flavour is designed to bring a new variety to the brand whilst still targeting the core Crabbie’s market, 22 to 55 year old men and women.
Available in Crabbie’s 500ml format in October and a four pack of 330ml bottles in February 2012, Spiced Orange hopes to drive on shelf presence within the ale fixture and continue to innovate the Ginger category in both the On Trade and Take Home markets.
Crabbie’s Spiced Orange combines the Original Crabbie’s Alcoholic Ginger Beer with natural infusions of orange and spices to produce a 4% ABV liquid.
The new variety will follow the Crabbie’s core brand ethos and will be situated next to Crabbie’s Original on the ale fixture.
Benefiting from all Crabbie’s brand activity and the ‘Tickety Boo’ campaign with George and Camilla, Spiced Orange will be supported by a fully National TV campaign, sampling and consumer PR in the run up to and including Christmas.
Richard Clark, Director of Innovation at Halewood International commented:
“Crabbie’s Spiced Orange provides further new interest in the Crabbie’s range.
“The new taste of Crabbie’s Spiced Orange broadens the appeal both with existing Crabbie’s consumers as well as bringing new drinkers into the brand for the first time – to include female and younger adult consumers.
“Crabbie’s Alcoholic Ginger Beer has mass market appeal so the next natural step for the brand was to look at a new variety offering whilst keeping the ginger heritage.
“Consumer research indicates that orange is the most popular flavour profile – and our subtle, delicious infusion of orange and gentle spices works fantastically well with our classic Crabbie’s ginger taste.”
Crabbie’s Spiced Orange has already secured listings in Morrison’s, Booker, NISAWAY and Bestway retails at £2.19 in the Take Home market.