Crabbie's future is cloudy with alcoholic lemonade launch

The company said the move would bring new drinkers into Crabbie’s as well as take the brand into younger, higher-energy venues and occasions.

It will be available exclusively in the on-trade for at least three months and come in 330ml bottles, to tap into the return to drinking out of bottles rather than in a glass over ice.

The lower price of the smaller bottle (Crabbie’s originally came only in 500ml bottles) will also help lower barrier to trial, the company said.

“Consumer research indicated a real demand for this product, and our consumers expect the Crabbie’s brand to be daring and bold, while retaining traditional and quality cues, such as with the launches of Crabbie’s Raspberry and Strawberry & Lime [which were launched in April],” said director of innovation Richard Clark.

A citrus-based variant also capitalises on the boom in lemon flavours this summer, following Global Brands’ relaunch of Hooch Alcoholic Lemon Brew, Carling Citrus and Foster’s Radler.

The new flavour will be supported as part of a multi-million spend on the Crabbie’s brand this year, which includes TV advertising, as well as bespoke sampling and PoS for stockists, Clark said.

Cloudy Alcoholic Lemonade is the sixth Crabbie’s variant to hit the market, joining Original, Black, Spiced Orange, Raspberry and Strawberry & Lime.