The deal adds Crabbie’s to Brookfield’s growing drinks portfolio, which also includes its Rubis fruit beer range.
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Crabbie’s, which traces its heritage back to Edinburgh in 1801, includes alcoholic ginger beer, raspberry and blood orange variants, and Crabbie’s alcoholic ginger wine.
Brookfield said the acquisition would strengthen its position in the fruit and flavoured beer market, which it said was growing 30% year on year.
Flavour-led growth
Brookfield Drinks founder Nigel McNally, former managing director of Wells & Young’s, said the deal represented a major opportunity within the flavour led alcoholic drinks category.
He said: “Crabbie’s is a must stock product within the fast growing fruit and flavoured beer market.
“The brand has outstanding heritage and awareness, not only within the UK but internationally as well. It is a truly crafted drink, with a unique six week ginger steeping process and a company heritage stretching back to 1801.
“With the alcoholic ginger beer and fruit beer category continuing to grow, particularly amongst consumers seeking more flavour led and refreshing craft centric drinking experiences, we believe there is a significant opportunity to further elevate the brand.”
He finished: “Crabbie’s alcoholic ginger beer complements our fast growing Rubis fruit beer range and further strengthens Brookfield Drinks’ position as one of the key suppliers in the fruit and flavoured beer market.”
Brand strategy
Halewood Artisanal Spirits chief executive Stewart Hainsworth said the sale formed part of the company’s spirits focused brand strategy.
He said: “The sale of Crabbie’s is another exciting step forward for the Halewood company as part of its spirits focused artisanal brand strategy.
“Crabbie’s alcoholic ginger beer will be a core brand for Brookfield Drinks and they have some exciting plans to continue to support and grow Crabbie’s in the UK and beyond.”
Brookfield Drinks said it planned to significantly increase marketing investment behind Crabbie’s across retail and hospitality channels in the UK and export markets.
Further details on the future direction of the brand and planned marketing activity are expected to be announced in the coming months.
The deal follows wider activity in the UK beer market this year, including Damm UK’s acquisition of Greene King’s Old Speckled Hen beer brands.
