Brookfield Drinks Ltd has announced the acquisition of the Crabbie’s alcoholic ginger beer brand from Halewood Artisanal Spirits, marking a significant addition to the company’s growing portfolio of drinks brands.
With a heritage dating back to Edinburgh in 1801, Crabbie’s is the world’s No. 1 and most recognisable alcoholic ginger beer brand, achieving widespread national and international distribution and strong consumer awareness through its distinctive flavour profile and memorable marketing campaigns.
Crabbie’s is a truly crafted drink, made using a unique six-week ginger-steeping process that is distinctive to the brand. This time-honoured process, together with a heritage dating back to 1801, has remained central to the character and flavour of Crabbie’s success.
Nigel McNally, founder of Brookfield Drinks and former Managing Director of Wells & Young’s, believes the acquisition represents a major opportunity within the growing flavour-led alcoholic drinks category and fruit beers in particular.
“Crabbie’s is a must stock product within the fast growing fruit/ flavoured beer market,” said McNally. “The brand has outstanding heritage and awareness, not only within the UK but internationally as well. It is a truly crafted drink, with a unique six-week ginger-steeping process and a company heritage stretching back to 1801.
“With the alcoholic ginger beer and fruit beer category continuing to grow, particularly amongst consumers seeking more flavour-led and refreshing craft centric drinking experiences, we believe there is a significant opportunity to further elevate the brand.”
The Crabbie’s brand includes the alcoholic ginger beer and raspberry and blood orange variants together with Crabbie’s alcoholic ginger wine.
Crabbie’s alcoholic ginger beer complements our fast growing Rubis fruit beer range and further strengthens Brookfield Drink’s position as one of the key suppliers in the fruit/ flavoured beer market which is growing at an incredible 30% year on year.
Commenting on the sale, Stewart Hainsworth, CEO of Halewood Artisanal Spirits, said: “The sale of Crabbie’s Alcoholic Ginger Beer, is another exciting step forward for the Halewood company as part of its spirits focused artisanal brand strategy. Crabbie’s Alcoholic Ginger Beer will be a core brand for Brookfield Drinks and they have some exciting plans to continue to support and grow Crabbie’s in the UK and beyond.”
Brookfield Drinks has confirmed plans to significantly increase marketing investment behind the brand, designed to strengthen the brand’s presence across retail and hospitality channels in the UK and export markets.
Further details regarding the future direction of the brand and planned marketing activity will be announced in the coming months.
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