Crabbie’s, one of the UK’s most popular alcoholic ginger beer brands, will now be integrated into Brookfield Drinks’ wider brand portfolio.
Bedfordshire-based Brookfield owns and distributes several beer brands in the UK market, including Kestrel, La Goudale and Lionheart, as well as cider brands Diamond and White/Black Star.
The firm also supplies mineral water brand NEO WTR to Tesco, Sainsbury’s and selected wholesalers.
Halewood Artisanal Spirits had owned the Crabbie’s brand for more than 20 years, having acquired it from Glenmorangie in 2007 as a ginger wine before relaunching it as an alcoholic ginger beer in 2009.
Nigel McNally, founder of Brookfield Drinks, said: “Crabbie’s is a must-stock product within the fast-growing fruit and flavoured beer market.
“The brand has outstanding heritage and awareness, not only within the UK but internationally as well. It is a truly crafted drink, with a unique six-week ginger-steeping process and a company heritage stretching back to 1801.”
He added: “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.”
Crabbie’s is currently sold in more than 30 international markets and is available in a variety of flavours in the UK, including Original, Raspberry, Rhubarb and Blood Orange. An alcohol-free version is also available.
The brand is widely sold across some of the UK’s leading retailers, including Asda, Morrisons, Sainsbury’s, Tesco and Waitrose.
First sold in Leith in 1801, Brookfield says that Crabbie’s is now the “world’s No.1 most recognisable alcoholic ginger beer brand”, with the wholesaler adding that the acquisition will help strengthen its position as “one of the key suppliers” in the fruit and flavoured beer market.
Commenting on the sale, Stewart Hainsworth, CEO of Halewood Artisanal Spirits, said: “The sale of Crabbie’s Alcoholic Ginger Beer is another exciting step forward for the Halewood company as part of its spirits-focused artisanal brand strategy.
“Crabbie’s Alcoholic Ginger Beer will be a core brand for Brookfield Drinks and they have some exciting plans to continue to support and grow Crabbie’s in the UK and beyond.”
