Halewood International, the UK’s leading independent drinks manufacturer and distributor has announced Crabbie’s Alcoholic Ginger Beer has signed up to become the official beer sponsor and its prepared cocktail brand, Caribbean Twist has signed up to become the official cocktail sponsor of the 14th Gastro Alfresco and National BBQ Week campaign.
Following heavy investment into the brand through high profile consumer TV sponsorship deals such as The British Comedy Awards and The National Television Awards, Crabbie’s will continue to target mass consumers over the summer season through a sampling campaign associated with the Gastro Alfresco and National BBQ Week Campaign.
Investing heavily into the brand this summer, Caribbean Twist will support the Gastro Alfresco campaign’s trade relations activity with a burst of Off-Trade advertising designed to encourage further distribution and listings in Off-Trade outlets over the summer.
As part of the sponsorship, Crabbie’s and Caribbean Twist will benefit from sampling to 150,000 consumers during the 15 week National Roadshow between May and September. Through the affiliation, the brands will directly reach 1.25million consumers through targeted leaflet distribution as well as benefiting from major media support which will reach around 20million consumers.
Al Cross, Brand Manager for Crabbie’s comments: “The Gastro Alfresco and National BBQ Week campaign will further strengthen the Crabbie’s profile with consumers as a refreshing alternative to other over ice products and the perfect BBQ accompaniment.
“We’re delighted to be involved again with the BBQ tour – it adds value to our brand and our retail customers. It also gives us a chance to speak directly to our consumers. The BBQ tour plugs directly into a much larger summer campaign featuring some really fantastic trade and consumer media.”
Hannah Blackburn, Brand Manager for Caribbean Twist comments: “The focus for Caribbean Twist is to grow distribution and awareness of the brand. The affiliation with the Gastro Alfresco campaign and National BBQ Week allows us to reach both the consumer and the Off-Trade successfully and capitalises on the prime summer BBQ season.”
“The recent repositioning and redesign of Caribbean Twist has driven the brand to become the number one pre-mixed cocktail on the market, offering women in particular something different to RTDs and also providing a lighter alternative to wine.
Crabbie’s Alcoholic Ginger Beer retails at £1.99 in the off trade. Caribbean Twist retails at £1.99 in the off trade.
Crabbie’s Alcoholic Ginger Beer