A fresh focus for Crabbie’s

New three-strong RTD range targets young adult drinkers

Crabbies fruits
• The new Crabbie’s products are aimed at young adults who prefer ‘sweeter tasting’ drinks.

THE firm behind the Crabbie’s brand is targeting young adults with the launch of a new RTD range.

The Crabbie’s Fruits range consists of three flavours – Zesty Lemon, Raspberry & Rhubarb and Black Cherry – and is aimed at 22 to 26 year old consumers who prefer fruitier flavours.
All three of the new products have an ABV of 4% and are available in 330ml bottles.
Parent firm Halewood International will support the launch of the new products with a consumer marketing campaign that will include PR and digital marketing as well as sampling activity at a number of events throughout the summer.
The company will also be distributing a variety of point of sale materials to the on-trade, including drip mats, ice buckets, bunting and tent cards.

The launch of Crabbie’s Fruits will significantly extend the footprint for the brand.

“Crabbie’s is now a well-established brand, and whilst the Crabbie’s Alcoholic Ginger Beer variants remain our core product lines, our research suggests there is a strong desire from younger consumers for Crabbie’s Fruits,” said Richard Clark, director of innovation at Halewood International.
“The launch of Crabbie’s Fruits will significantly extend the footprint for the brand. The combination of a refreshingly natural liquid, 330ml serve and three refreshing flavours present both a unique proposition and genuine innovation to the RTD category and fulfil a need for a sweeter tasting product that builds on the heritage of a brand people love and trust.”
Halewood said the new range was developed after consumer research that claimed 42% of 18-24 year olds consumed ‘sweet alcohol’ in the course of 2012.

The flavours present a unique proposition and innovation in the category.

The Fruits products are said to include natural fruit juice and be free from artificial colours and flavours.
Halewood also claimed that the bottle design has been created specifically to create stand-out in the “crowded back bar fridge”. The Zesty Lemon flavour will replace Crabbie’s Alcoholic Lemonade, which was released last year.