Canned Crabbie’s to boost growing sector

Crabbie’s is looking to extend the reach of its Alcoholic Ginger Beer by introducing a canned version of the drink.

The 4x440ml bright green packs are being targeted at on-trade venues where glass bottles are prohibited, as well as offering a convenient alternative format for the off-trade. Distribution has already been secured at Rail Gourmet, a number of football clubs and Morrison’s, where the product has an RRP of £5.49.

Originally launched three years ago to target 25-50-year-old males, Crabbie’s Alcohlic Ginger Beer has since secured distribution in Australia, the US and Canada. Last year saw the range extension of Crabbie’s Black, a stronger, darker variant, as the brand helped drive growth within the resurgent RTD (as it is classified by Euromonitor) and ginger beer categories.

“Crabbie’s has achieved notable success within the off-trade since the brand was launched in 2009, but we are now looking to offer consumers more choice and occasions to enjoy the brand,” outlined Richard Clark, director of innovation at Crabbie’s producer Halewood International.

“The canned ale category has huge potential in the UK,” Clark continued, “but it requires new, innovative brands to retain consumer interest, and our new can format for Crabbie’s Ginger Beer should do just that.”

Echoing comments made earlier this year by can manufacturer Rexam about the increased popularity of the this packaging for premium products among both consumer and brand owners, Clark added: “We also believe that the cans are a good platform to attract new consumers who may not have tried the product before and who prefer their beverages in this can format.”

Crabbie’s will be supporting its product, together with the new packaging, via national TV and radio marketing campaigns this autumn, as well as social media activity focused on its UK Facebook page and Twitter feed.