Supplier Brookfield Drinks Ltd has today announced the acquisition of the Crabbie’s alcoholic ginger beer brand from Halewood Artisanal Spirits.
With a heritage dating back to Edinburgh in 1801, Crabbie’s is perhaps the most recognisable alcoholic ginger beer brand, achieving widespread national and international distribution and strong consumer awareness.
The drink is made using a six-week ginger-steeping process that’s distinctive to the brand. This time-honoured process, together with a long heritage, has remained central to the character and flavour of Crabbie’s success.
Nigel McNally, founder of Brookfield Drinks, said: “Crabbie’s is a must-stock product within the fast growing fruit and flavoured beer market.
“With the alcoholic ginger beer and fruit beer category continuing to grow, particularly amongst consumers seeking more flavour-led and refreshing craft-centric drinking experiences, we believe there is a significant opportunity to further elevate the brand.”
The Crabbie’s brand includes the alcoholic Ginger Beer and Raspberry & Blood Orange variants, together with Crabbie’s alcoholic ginger wine.
Commenting on the sale, Stewart Hainsworth, CEO of Halewood Artisanal Spirits, said: “The sale of Crabbie’s is another exciting step forward for the Halewood company as part of its spirit-focused artisanal brand strategy. It will be a core brand for Brookfield Drinks and they have some exciting plans to continue to support and grow Crabbie’s in the UK and beyond.”
Brookfield Drinks has confirmed plans to significantly increase marketing investment behind the brand, designed to strengthen its presence across both retail and hospitality channels in the UK and export markets.
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