Crabbie's introduces diet and twist of orange variants

Crabbie's: launches two new variants to its traditional ginger beer
Crabbie's: launches two new variants to its traditional ginger beer

Crabbie's, the ginger beer brand, has launched two new brand extensions - a diet drink and a twist of orange variant.

Halewood International, owner of Crabbie's, believes the launches will generate new interest in the category, as well as enticing new customers.

The two extensions will be available in the take-home market.

The diet variant claims to have only one calorie per 100ml, while the twist of orange offering is to be marketed as a summer drink.

The bottles are being sold in 70cl "sharing" bottles and single-serve 330ml options.

Richard Clark, head of innovation at Halewood International, said: "The adult soft drinks market experienced significant growth in 2010 as consumers increasingly looked for alternatives to alcohol, due to health concerns and lifestyle choices, which have led to reductions in the consumption of alcohol both in the on-trade and take-home market.

"As experts in the ginger category since 1801, Crabbie's now has a varied product offering across multiple categories."

Crabbie's range of ginger drinks includes an alcoholic ginger beer, a cloudy ginger beer and a ginger mulled wine.

Crabbie's launched a World Cup campaign across radio in June 2010.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers