Halewood launches alcoholic ginger beer

Halewood International is hoping to cash in on the Pimm's market with an alcoholic ginger beer under its Crabbie's Ginger Wine brand.

Served over ice with a slice of lemon, Crabbie's Alcoholic Ginger Beer will also tap into the popularity of cider over ice, said marketing controller Richard Clark.

"The over ice phenomenon has surpassed the cider category and almost become a sector in its own right," he said. "Research we have done shows that consumers are ready for something new to enjoy over ice and we believe this is it."

Aimed at 20 to 35-year-old men and women it is hoped the 4% abv ginger beer will also introduce the Crabbie's brand to a younger audience.

Packaged in 500ml bottles it will be positioned between bottled ciders and lagers in back bar fridges, priced around the same as a bottle of Magners.

The launch will be supported with a £1m marketing investment, including a £500,000 sampling campaign, poster, radio and press advertising and a TV campaign in August.