Crabbie`s – New Refreshment

Crabbie’s - Product Innovation
New
refreshment
fridge
to your
With its promotional activity and
product innovation, Crabbie’s has the
potential to drive overall fridge sales
within the on-trade
A
lcoholic ginger beer has
been one of the big success stories of recent years
and, with its innovative
approach and reputation for quality
and provenance, Crabbie’s remains the
most popular. Now, with new flavours
and activity, the Crabbie’s brand has
even more to offer those operators
that choose to stock it.
“Founded by John Crabbie in 1801,
Crabbie’s has long been the nation’s
favourite ginger beer, valued at around
£100m,” comments Richard Clark, Marketing Innovations Director at Halewood International.
New flavours
One of Crabbie’s major innovations is
the development of new flavours. Its
range now includes Original, Strawberry & Lime, Spiced Orange, Cloudy Lemonade and Scottish Raspberry.
Operators have found that the range
of flavours has made Crabbie’s a drink
that they can sell throughout the year.
“The flavoured variations have worked
more during the winter months,” comments David Tanner, drinks service
manager at Whitbread. “The Spiced
Orange flavour drove the category last
year and we are hoping that Raspberry
will do the same for us this year.”
The latest flavour to be launched
has been the Cloudy Lemonade and
Clark has high expectations for its impact in the on-trade. “New Crabbie’s
Alcoholic Zesty Lemon will now bring a
natural alcoholic juice refreshment offer to the fridge,” he declares.
30
Pub & Bar | 11.11.2013
Other activity
As well as launching new flavour variants, Crabbie’s has invested significantly in showcasing its products,
with advertisements on national TV
both last and this Christmas. “With
the TV ad campaign again for ITV
this Christmas, I only see sales of
Crabbie’s going up,” predicts Tanner.
In addition, The Crabbie’s
Grand
National
sponsorship
has been agreed for the next
three years. “Crabbie’s has promoted the Brand well and I think previous advertising campaigns have
been memorable and impactful,”
comments Natalie O’Rourke, retail
marketing manager at Brains. “I am
really looking forward to seeing The
Crabbie’s Grand National sponsorship next year and what opportunities it will create for us in terms of
generating activity and creating occasions to help us drive footfall.”
Crabbie’s also provides operators with supporting POS material
for the back bar and tables. “Crabbie’s has been very happy to support with POS materials for the back
bars and also last year assisted us
with a team incentive to help drive
rate of sale – an incentive that drove
a 10% uplift in Crabbie’s sales over
the Christmas period,” notes Tanner.
“In the last two years we have seen
around a 30% increase in guests
purchasing alcoholic ginger beer, so
it definitely has been a strong performer for Whitbread in a congested
market.”
Product Innovation - Crabbie’s
Advertorial
Insight
More on ginger beer
Crabbie’s Zesty Lemon
Refreshing Alcoholic Fruit Juice
Crabbie’s is
the nation’s
favourite
ginger beer *
4th
Two thirds of
respondents
surveyed claimed
they would
definitely make a
purchase if new
flavours were
made available
4th highest
ROS in the
on-trade
fridge *
66
%
(Crabbie’s consumer
research, Buzz 2013)
Crabbie’s
is currently
valued at
around £100m*
£100m
Advertorial
*CGA, Nielsen 2013
“In the last two years we have seen
around a 30% increase in guests
purchasing alcoholic ginger beer”
David Tanner, Whitbread PLC
For all enquiries call 0870 243 2525 or email customer.services@halewood-int.com
11.11.2013 | Pub & Bar
31