Crabbie’s Spiced Orange unveiled
The 4% ABV drink, which combines the Original Crabbie’s Alcoholic Ginger Beer with natural infusions of orange and spices, will target the core Crabbie’s market
of 22 to 55-year-old men and women and will be available in 500ml bottles. The suggested serve is over ice with a slice of orange.
Richard Clark, director of innovation at Halewood International, said: “Crabbie’s Alcoholic Ginger Beer has mass-market appeal so the next step for the brand was to look at a new variety offering while keeping the ginger heritage.
“Consumer research indicates orange is the most popular flavour profile — and our delicious infusion of orange and gentle spices works fantastically well with our classic Crabbie’s ginger taste.”
Crabbie’s Spiced Orange will be supported by a national TV campaign, sampling and consumer PR in the run-up to, and including, Christmas.
