national has announced it will be extending the format of its popular Crabbie’s Alcoholic Ginger Beer flavours to 440ml cans.Crabbie’s Alcoholic Ginger Beer’s Original variant has been available in can format since September 2012, and now both Scottish Raspberry and Strawberry & Lime flavours will be available throughout the Off Trade from April.
Crabbie’s Cans hope to appeal as an ideal format for the summer months, as it coincides with the upcoming Crabbie’s Grand National, where all three can ginger variants will be widely available throughout the event in the new can format.
Sampling was also undertaken at The Crabbie’s Grand National and will occur at a wide range of festivals that the Crabbie’s team is attending during the summer.
Crabbie’s Cans aim to broaden the appeal of the brand to a younger 25-35 year old audience, by allowing the product to be consumed at a variety of different occasions including festivals, BBQs at home, and during World Cup parties across the UK.
Crabbie’s cans are currently on sale in all Bargain Booze stores, and will be available in a number of multiple grocers and wholesalers in May.
The flavours’ recommended retail price is £5.49 for a 4x440ml pack.
Richard Clark, director of innovation at Halewood International, said:
“Crabbie’s remains the number one alcoholic ginger beer brand, with 36 million bottles sold in 2013.
“The launch of the three flavours in cans will bring additional consumers into the brand by offering new occasions for them to trial and enjoy the product as part of their regular repertoire.
“Crabbie’s in cans also refrigerates faster than in bottles and so is perfect for sporting and other outdoor events where the product needs to be chilled quickly and space may be at a premium.
“Halewood International will continue to work with retailers and wholesalers this Spring to ensure the can offering is optimised across all pack sizes ahead of the key summer months.”
