Crabbie’s gets crafty with first ever ginger IPA
Crabbie’s, the UK’s number one selling alcoholic ginger beer, is once again pushing boundaries with the exciting launch into the craft beer market with a ginger beer and IPA blend – the very first of its kind.
Combining more than 300 years of craft alcoholic expertise, the unique recipe blends iconic Crabbie’s Alcoholic Ginger Beer and a Red IPA from Sadler’s Ales introducing an innovative and bold take on this famous type of ale.
In keeping with Crabbie’s’ legacy, the IPA brings a new, daring taste sensation to the craft beer category by offering a deeply, fruity flavour from the hops, with a fiery kick of ginger courtesy of the brand’s famous six-week steeping process for a rich, spicy finish. The light and refreshing ale contains a ⅓ less calories than premium cider brands.
The smooth, hoppy IPA has an ABV of 4.7%, is naturally gluten free and is available in-store at selected Tesco stores, and online at Amazon and DrinkSupermarket, with other major customers to follow.
The ginger IPA is the first edition in Crabbie’s freshly formulated The Crafty Ginger Collection, which is inspired by founder John Crabbie’s unconventional approach to drinks making. The collection, which prides itself on being ginger and proud, will see the addition of a Crabbie’s Stout in December, to further compliment the portfolio.
The launch also signals the introduction of a bolder packaging design, befitting of the market leader, which will be applied to all 330ml and 500ml bottles. This distinctive design dials up the brand’s craftsmanship credentials, ensuring it becomes more relevant and eye-catching on grocery shelves to craft ale and beer fans, whilst remaining in keeping with the category’s contemporary look and feel. The distinctive label colours also enable clear navigation between the range’s flavours.
Anja Weise-O’Connor, Senior Marketing Manager at Crabbie’s, commented: “Introducing the very first ginger IPA into our established range is a bold and exciting move that we’re 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 channels. We are confident the IPA will catch the eye of consumers looking for something new on shop shelves, exciting the tastebuds of craft beer lovers and ginger enthusiasts alike.”
 Crabbie’s IPA contains 1/3rd less calories than premium ciders