Crabbie's is targeting the RTD market with an alcoholic fruits range aimed at 22-26 year old consumers.
Crabbie’s Fruits are being made available in three variants: Zesty Lemon, Raspberry & Rhubarb and Black Cherry.
Crabbie’s Fruits will be available in 330ml bottles with a 4% ABV
Available in three variants: Zesty Lemon, Raspberry & Rhubarb and Black Cherry
The stat: 42% of 18-24 year olds consumed sweet alcohol in 2012
The launch is being supported with a consumer campaign throughout the summer and beyond including digital and social media advertising and a national sampling campaign at summer events across the UK.
Richard Clark, director of innovation at Crabbie's supplier Halewood International, said: “Crabbie’s is now a well-established brand, and while the Crabbie’s Alcoholic Ginger Beer variants remain our core product lines, our research suggests there is a strong desire from younger consumers for Crabbie’s Fruits.”