Crabbie’s unveils a spiffing spiced orange variant!
2011’s summer drink of choice, Crabbie’s Alcoholic ginger beer has seen its product range extended with the launch of a brand new variant, Crabbie’s Spiced Orange.
The new variety will mark one of the brand’s first product developments since the launch in February 2009, designed to bring an exciting new variety to the brand whilst still targeting the core Crabbie’s market.
Crabbie’s Spiced Orange combines the Original Crabbie’s Alcoholic Ginger Beer with natural infusions of orange and delicious spices to produce a 4% ABV liquid that delivers an appealing and sophisticated citrus taste served over ice with a slice of orange.
The new variety will follow the Crabbie’s core brand and benefit from the ‘Tickety Boo’ campaign with George and Camilla. Spiced Orange will be supported by a fully National TV campaign, sampling and consumer PR in the run up to and including Christmas.
Al Cross, Marketing Controller at Halewood International: “Crabbie’s Spiced Orange provides further new interest in the Crabbie’s range and we have a whole host of exciting plans afoot to cement Crabbie’s as the original and best alcoholic ginger beer brand.”
“Crabbie’s Alcoholic Ginger Beer has become a firm favourite with consumers nationwide and we wanted to offer our fan base and exciting new variety, whilst keeping the ginger heritage. Our subtle, delicious infusion of orange and gentle spices works fantastically well with our classic Crabbie’s ginger taste and we’re confident this will be a hit with existing Crabbie’s drinkers and new customers alike.”
Available in Crabbie’s 500ml format from October and a four pack of 330ml bottles in February 2012, Spiced Orange will drive on shelf presence within the ale fixture and continue to innovate the Ginger category in both the On Trade and Take Home markets.
The Crabbie’s team will be touring the nation over the coming months, sampling at live events throughout the winter.