Halewood International is investing more than £1m in the launch of Crabbie's Alcoholic Ginger Beer to capitalise on consumer and retailer interest in the cider and over-ice categories.

It is targeted at 18- to 35-year-olds who currently drink cider, premium lagers and RTDs and as an alternative over-ice drink. Retailers are advised to merchandise it in the cider fixture. The new brand hits the shelves this month, with Halewood investing more than £500,000 in launch marketing support throughout the spring. A £500,000 spend across the rest of the year will include television advertising.

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