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Halewood to launch Alcoholic Ginger Beer

Halewood International is gearing up to unveil ‘the next generation of products to the cider over ice sector’ with the launch of an alcoholic ginger beer backed by a seven figure marketing budget.

Halewood International is gearing up to unveil ‘the next generation of products to the cider over ice sector’ with the launch of an alcoholic ginger beer backed by a seven-figure marketing budget.

Halewood has apparently been researching the product for over two years and believes the drink will help invigorate the ‘cider over ice’ category after its initially explosive growth in popularity has waned.

To publicise Crabbies, which hits the shelves at the end of this month, Halewood is investing more than £500,000 in launch marketing support and a further £500,000 across the year.

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Crabbies: refreshing the sector?

A range of channels, including television, will be used to build momentum for the drink prior to the peak summer  imbibing season.

Richard Clark, Marketing Controller of Halewood International said of the move: “This is the first in a series of major launches for the company in 2009 and with Crabbie’s Alcoholic Ginger Beer we are aiming to bring an innovative new product to the cider fixture.

“The past year has seen the cider fixture mature and as it has matured, levels of genuine innovation have reduced. We are aiming to drive innovation in the category with the introduction of this new and exciting brand.”

He added: “We are aiming to capture the imagination of consumers looking for something new and refreshing for the summer and believe this brand offers all of that and much more besides.”

The ginger beer weighs in with an ABV of 4% and will be sold through both the on and off trade. It has been developed to be served over ice with a slice of lemon.

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Thursday, September 21, 8:54 am

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