Halewood International, the UK’s leading independent drinks manufacturer and distributor has announced that it will extend its hugely successful Crabbie’s brand this Christmas with the launch of Crabbie’s Ginger Mulled Wine in the On Trade and Take Home market.
The launch follows the success of Crabbie’s Alcoholic Ginger Beer, which has gained national distribution in the Take Home and On Trade, in a bid to remain at the forefront of innovation in the ‘Ginger category’.
Crabbie’s Ginger Mulled Wine taps into the consumers growing demand for products with quality Ginger and Spices at the essence; Crabbie’s growing consumer brand equity and awareness levels gives Halewood International the ideal opportunity to enter the mulled wine market in 2010.
Ideally served warm in a tall glass, Crabbie’s Ginger Mulled Wine uses the same special recipe that gives the rest of the Crabbie’s family their unique and great taste. The combination of quality ruby wine, ginger, cinnamon, cloves and citrus fruits offers a Crabbie’s twist on the traditional festive mulled wine.
Crabbie’s Ginger Mulled Wine is packaged in a 70cl glass bottle with an ABV of 12%. Retailing with an RSP of £4.99 in Take Home and approximately £2 per standard glass serving in the On Trade, Crabbie’s Ginger Mulled Wine provides consumers with a recognisable branded festive choice.
Richard Clark, Head of Innovation at Halewood International comments: “In the run up to the Festive season both the Take Home and On Trade are looking for credible branded products that will offer retailers the opportunity to make significant incremental sales. Ginger serves perfectly as a warm drink and Crabbie’s Ginger Mulled Wine offers a festive option for consumers looking to ‘trade up’ to an indulgent premium product in the On Trade and a festive impulse purchase in the Take Home market.”
The launch has been supported by the national above the line Crabbie’s campaign plans as well as sampling and in-outlet support. Over 2,000 On Trade and Off Trade listings have already confirmed including Punch Taverns, Coors Brewers, Classic Drinks and Mathew Clark in the On Trade and major supermarkets, national and a selection of independent cash and carrys in the Off Trade.