Brookfield Drinks has acquired the Crabbie’s alcoholic ginger beer brand from Halewood Artisanal Spirits, adding the established brand to its growing portfolio of flavoured drinks.
Crabbie’s, which has heritage dating back to Edinburgh in 1801, is described by Brookfield as the world's No. 1 alcoholic ginger beer brand, with national and international distribution and strong consumer awareness.
The brand is made using a six-week ginger-steeping process, which Brookfield said remains central to its flavour and character.
Nigel McNally, founder of Brookfield Drinks and former managing director of Wells & Young's, said the acquisition represented a significant opportunity in the growing flavour-led alcoholic drinks market.
“Crabbie's is a must stock product within the fast growing fruit/flavoured beer market. The brand has outstanding heritage and awareness, not only within the UK but internationally as well,” said McNally.
“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 portfolio includes its alcoholic ginger beer alongside raspberry and blood orange variants and alcoholic ginger wine.
The acquisition also complements Brookfield's Rubis fruit beer range. Brookfield said the fruit and flavoured beer category is growing at 30 per cent year on year.
Halewood Artisanal Spirits CEO Stewart Hainsworth said the sale was part of the company's strategy to focus on spirits-led artisanal brands.
“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,” he said.
Brookfield said it plans to significantly increase marketing investment behind Crabbie's, with activity aimed at strengthening the brand's presence across UK retail and hospitality channels as well as export markets.
Further details on the brand's future direction and planned marketing activity are expected to be announced in the coming months.