Cheers: Sharnbrook drinks company buys Crabbie’s alcoholic ginger beer brand
Brookfield Drinks Ltd has snapped up the Crabbie’s alcoholic ginger beer brand from Halewood Artisanal Spirits.
With a heritage dating back to Edinburgh in 1801, Crabbie’s is one of the most well-known and recognisable alcoholic ginger beer brands out there.
And what’s more, it’s made using a unique six-week ginger-steeping process, distinctive to the brand.
Nigel McNally, founder of Sharnbrook’s Brookfield Drinks – and former managing director of Wells & Young’s – believes the acquisition represents a major opportunity within the growing flavour-led alcoholic drinks category and fruit beers in particular.
He said: “Crabbie’s is a must-stock product. The brand has outstanding heritage and awareness, not only within the UK but internationally as well.
“With the alcoholic ginger beer and fruit beer category continuing to grow, particularly amongst consumers seeking more flavour-led and refreshing craft centric drinking experiences, we believe there is a significant opportunity to further elevate the brand.”
The Crabbie’s brand includes the alcoholic ginger beer and raspberry and blood orange variants together with Crabbie’s alcoholic ginger wine.
Brookfield Drinks – based in the village’s High Street – has confirmed plans to significantly increase marketing investment behind the brand, designed to strengthen the brand’s presence across retail and hospitality.
Further details on its future direction will be announced in the coming months.