Crabbie’s bolsters crafty collection with Stout launch
If launching a Ginger Beer and IPA blend wasn’t a bold enough statement, Crabbie’s is daring to disrupt the craft beer market once more, with the introduction of another first-of-its-kind Stout, to its newly established Crafty Ginger Collection.
The UK’s number one selling alcoholic ginger beer, has again harnessed the prowess of Black Country craft beer brewers Sadler’s, to combine its Mud City Stout with the iconic fiery kick of Crabbie’s, for a truly distinctive and unique blend that offers 300 years of craft alcohol expertise with every sip.
John Crabbie, the brand’s pioneering founder, left a legacy of boundary-pushing and the new Stout is no exception to that rule. Boasting rich, roasted nutty notes from the dark malts, highlighted with the brand’s famous six-week steeped ginger for a spicy finish, Crabbie’s Stout delivers a balanced taste and can be easily enjoyed by both men and women. It will initially be available in a 500ml format, with an eye-catching collarette for additional standout, plus an RRP of £1.80 and ABV 4.2%.
Broadening its appeal to consumers, this innovative Stout also showcases the brand’s new distinctive packaging design, which dials up Crabbie’s’ craftsmanship credentials and provides a modern take on category conventions. The Crafty Ginger Collection, which now includes Original, Raspberry, an IPA and the new Stout, uses a bold colour mix of green/gold, pink/gold, blue/gold and black/gold across the range, making it an attractive on shelf addition for both the on and off trade, as well as enabling clear navigation between its flavours.
Anja Weise-O’Connor, Senior Marketing Manager at Crabbie’s, commented: “We can see from market data and industry trends that darker beers, such as stouts, are expected to see a bit of a renaissance as part of the craft beer category growth. We’ve delivered an exceptional and intriguing liquid at just the right time, that we believe can tap into this anticipated movement in the market.
“Crabbie’s has always been about an unconventional approach to drinks making, one that champions quality ingredients, true craftsmanship and a daring nature on what’s possible, and our new Stout continues to support these beliefs which remain at the heart of the brand.”