The new look has been designed to differentiate the range from its big brother, Crabbie’s Alcoholic Ginger Beer, and the new flavours — Scottish Raspberry with Ginger and Lemonade with Ginger — aim to capitalise on the trend for retro flavours.
A new 500ml PET bottle will also join the line-up, aimed at events and venues with outdoor space.
The range now consists of five flavours, which come in a sharing and single-serve format, as well as the new plastic bottle.
“It is important to deliver innovation into the market to ensure growth in market value and share,” said Richard Clark, head of innovation at brand owner Halewood International.
“The John Crabbie’s brand provides a crafted alternative to mainstream flavours such as cola and lemonade, which retailers should capitalise on as part of the rising trend for nostalgia brands among consumers. This is an exciting time for the brand,” he added.
A new campaign, which will feature the John Crabbie character, “the Ginger Master”, is also planned for the autumn to boost trial and awareness of the brand. It will consist of radio and social-media campaigns, as well as consumer press ads and sampling.