Brookfield Drinks Ltd has acquired Crabbie’s alcoholic ginger beer brand from Halewood Artisanal Spirits for an undisclosed sum.

Nigel McNally, founder of Brookfield Drinks and former managing director of Wells & Young’s, believes the acquisition represents a “major opportunity within the growing flavour-led alcoholic drinks category and fruit beers in particular.

“Crabbie’s is a must stock product within the fast growing fruit and flavoured beer market,” said McNally. “The brand has outstanding heritage and awareness, not only within the UK but internationally as well. It is a truly crafted drink, with a unique six-week ginger-steeping process and a company heritage stretching back to 1801.

“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,” McNally continued.

The Crabbie’s brand includes the alcoholic ginger beer, raspberry and blood orange variants, as well as Crabbie’s alcoholic ginger wine. 

Stewart Hainsworth, chief executive of Halewood Artisanal Spirits, added: “The sale of Crabbie’s Alcoholic Ginger Beer is another exciting step forward for the Halewood company as part of its spirits focused artisanal brand strategy. Crabbie’s Alcoholic Ginger Beer 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, in order to strengthen the brand’s presence across retail and hospitality channels in the UK and export markets.