Alcoholic ginger beer launches

Halewood International is targeting the on-trade with the launch of an alcoholic ginger beer that it hopes can capitalise on the over ice drinking phenomenon.

The drinks company is to invest more than £1m in print and radio advertising supporting Crabbie's Alcoholic Ginger Beer, a 500ml bottled format with an ABV of four per cent. The new product is designed to be positioned alongside bottled cider in back bar fridges, and served over ice with a slice of lemon.

It will attract drinkers of ciders, RTDs and spirits products including Pimm's among 18 to 35-year-old men and women, according to Richard Clark, Halewood International marketing controller.

Clark said: "We are aiming to bring an innovative new product to the cider fixture. The past year has seen cider mature and as it has matured, levels of genuine innovation have reduced. We are aiming to drive innovation in the category."

Crabbies Alcoholic Ginger Beer is a brand extension to Crabbies Green Ginger Wine, a largely off-trade focused brand acquired by Halewood in 2004.