Halewood International is to invest more than £1m in the launch of Crabbie’s Alcoholic Ginger Beer in a move designed to introduce the next generation of products to the cider over ice sector.
Richard Clark, marketing controller of Halewood International, said: “This is the first in a series of major launches for the company in 2009 and with Crabbie’s Alcoholic Ginger Beer we are aiming to bring an innovative new product to the cider fixture. The past year has seen the cider fixture mature and as it has matured, levels of genuine innovation have reduced. We are aiming to drive innovation in the category with the introduction of this new and exciting brand.
“We will be supporting the launch with more than £500,000 of investment across trade and consumer advertising, point of sale and promotional work followed by a further investment of more than £500,000 in the brand through 2009.”
Contact: 0151 480 8800