Crabbie’s Fruits comprise two new flavours: Raspberry & Rhubarb and Black Cherry. In addition, Crabbie’s Cloudy Alcoholic Lemonade, which was launched last July, will be rebranded Zesty Lemon to complete the range.
Owner Halewood International said, “Aimed at 22 to 26-year-old consumers, the new alcoholic fruits range will appeal to a younger audience looking for a sweeter product to enjoy with friends during summer occasions, both in and outdoor.”
The new range will be supported with a marketing campaign through the summer, including sampling activity at a range of events across the UK.
In the pubs and bars PoS including drip trays, ice-buckets and bunting will help drive awareness.
“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,” explained director of innovation, Richard Clark.
“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.”
Last summer the company signed a three-year deal to make the Grand National the Crabbie’s Grand National.