Crabbie’s announced broadcast sponsor for ITV NTAs
Leading UK independent drinks manufacturer and distributor, Halewood International, has announced Crabbie’s Alcoholic Ginger Beer as the broadcast sponsor for ITV’s National Television Awards for the second consecutive year.
Hosted by Dermot O’Leary on 26th January, ITV’s National Television Awards is one of the high points in the UK’s entertainment industry calendar and is expected to reach 7Million of the British adult public and Crabbie’s target market of 21 to 35 year old, B1 C1 men and women.
Following on from last year’s NTA’s sponsorship deal sales increased dramatically following the broadcast. The deal represents the latest in a series of targeted high profile events intended to continue to drive the brand’s position as market leader.
2010 saw the Crabbie’s brand reach large scale awareness amongst the UK population and diversify into other categories with the launch of Crabbie’s Nuts, Mulled Wine and John Crabbie’s Non Alcoholic Ginger Beer.
Commenting, Senior Brand Manager Al Cross said “The sponsorship of the ITV National Television Awards provides an excellent opportunity for Crabbie’s Alcoholic Ginger Beer to be involved with an event that engages with the great British public and fits in well with the overall theme for our brand. With new Crabbie’s products launched in 2010 and more planned for this year, we are committed to providing significant investment into the brand and in continuing to build momentum and growth throughout 2011.”
“Following on from the increased demand witnessed around the 2010 Awards, we urge both the On and Off-Trade to ensure they are stocked up with Crabbie’s Alcoholic Ginger Beer as we envisage that this year’s sponsorship will create a similar surge in demand around the time of the Awards.”