Halewood goes Down Under with Crabbie’s

02 November, 2011

The UK's Crabbie’s Alcoholic Ginger Beer has touched down in Australia in the first stage of a planned global roll out.

UK owner Halewood International has signed a deal with “leading” national off-trade grocery and drink retail group Woolworths.

The group’s 1250 Woolworths Liquor, BWS and Dan Murphy’s stores will stock the ginger beer.

Graham Oak, global brands director for Halewood International, said: “Achieving international distribution only two years after launch, demonstrates the scale of opportunity for the Crabbie’s Alcoholic Ginger Beer brand. 

“Australia was the perfect oversees launch market as there’s already an awareness of alcoholic ginger products there.  Crabbie’s aims to capitalise on that existing market and grow market share and volume.”

According to Halewood International, Crabbie’s is targeted at 25-45-year old male, “over ice’ cider drinkers that live in metropolitan areas, and is positioned as a “premium import with Scottish Heritage”.

Crabbie’s will be available in its original 500ml single bottle and, according to Halewood International, will target the “long drinks category”.

The on-trade launch will be  supported by point of sale, in-store sampling and print advertising, while on-trade distribution is not yet finalised.


Joe Bates

Turning travellers into shoppers

In Cannes last month as I dashed around from stand to stand and from interview to interview amid a whirl of product launches and cocktail parties, I heard one question asked over and over again.

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