Halewood International has announced a new can format for one of its brand Crabbie’s Alcoholic Ginger Beer.
Launched to fulfil a gap in the market amongst 25-50 year old males, Crabbie’s Alcoholic Ginger Beer will offer an alternative to other canned brands dominating the market and is expected to extend potential in a category valued at £1.5B (IRI).
Available in a 4x440ml pack format featuring the green Crabbie’s branding, Morrison’s will be the first major multiple to list the product where it will retail at £5.49.
Distribution has also been secured with Rail Gourmet, which serves the UK national rail network as well as a number of independent retailers.
Crabbie’s hopes to bring new consumer interest into the canned ale category by extending usage and occasions.
Its versatility aims to make it a choice for festivals, picnics and garden parties.
Crabbie’s in a can will also be available through various partnership clubs including Everton FC and West Bromwich Albion FC where glass is not allowed.