Alcohol news story of the week (editor’s choice): Crabbie’s


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.”

Tan Parsons
Tan is a former editor of Better Wholesaling and a previous news and alcohol editor of Retail Express. Tan spent five years working in the convenience retail industry and has since now moved on.