Halewood International won the FWD Gold Medal Award for the Drinks Brand of the year for Crabbies Alcoholic Ginger Beer. Des Ewing, director of sales – route to market, says: “Halewood International is commited to the wholesale/impulse sector and the award is great recognition for all the hard work to take Crabbies from nowhere to such a successful brand in just over two years.”
Ewing says there is still a huge opportunity though in the impulse sector as latest IRI data shows that less than 50% of independent retailers stock Crabbies versus almost 100% distribution in the multiple grocers. Halewood will continue to support the brand above the line through its award-winning TV support and below the line via activity at cash and carry and at convenience store level.
Halewood International has also recently launched a Crabbies 4x330ml price-marked pack in response to wholesaler and independent retailer demand, says Ewing, which will help increase the awareness and visibility for Crabbies at the point of purchase as well as providing a competitive offering to the consumer.
Ewing adds: “2012 will be a big year for the alcohol sector with Euro 2012, The Olympics and the Queens Jubilee Celebrations so we would urge retailers to stock up and give sufficient space to Crabbies to maximise the opportunity.
“Finally we would like to thank the FWD and all our wholesale customers for recognising the success of Crabbies.”