Crabbie's releases first Ginger IPA
Crabbie’s is moving into the craft beer market with a ginger beer and IPA blend, which the company said is the first of its kind.
The unique recipe blends Crabbie’s Alcoholic Ginger Beer with a Red IPA from Sadler’s Ales.
The 4.7% abv drink is described as having a deep fruit flavour from the hops, with a fiery kick of ginger, courtesy of the brand’s six-week steeping process, giving it a rich, spicy finish.
The ginger IPA is the first edition in Crabbie’s freshly formulated The Crafty Ginger Collection, which is inspired by founder John Crabbie’s approach to drinks making. The collection will see the addition of a Crabbie’s Stout in December.
The launch also coincides with a bolder packaging design for the brand, which will be applied to all 33cl and 50cl bottles.
Anja Weise-O’Connor, senior marketing manager, said: “Introducing the very first ginger IPA into our established range is a bold and exciting move that we are confident will be beneficial for the off-trade, particularly as the craft beer segment is experiencing growth from consumers looking for unique flavour variants.
“With Crabbie’s Alcoholic Ginger Beer commanding its position as the number one alcoholic ginger beer in the market, selling more than 220 million bottles to date, we have no doubt that the launch of the IPA in our Crafty Ginger Collection, combined with the strength of the brand and a strong new packaging design, will drive incremental sales to both Crabbie’s and the category.
“To further help drive sales in the retail channel, Crabbie’s will be supporting stores with sampling events to encourage trial and purchase, placing features within in-house magazines, as well as supporting via social and digital exciting the tastebuds of craft beer lovers and ginger enthusiasts alike.”