Halewood International has unveiled a new design for Crabbie?s Green Ginger Wine, to coincide with its pre-Christmas ?Make Time for Tradition? campaign.
The new bottle aims to re-energise the brand and create greater shelf stand out and attract new customers.
The ?Make Time for Tradition? campaign, which runs until the end of January 2013, will aim to emphasise the brand?s heritage, reinforcing Crabbie?s position as a premium branded Ginger Wine.
Activity will target the On and Off Trade and involve Off Shelf promotions across the grocery channel including reward card initiatives to drive sales.
The new bottle aims to re-energise the brand
A national consumer press campaign featuring recipe ideas and serve suggestions is supporting the campaign, along with interactive online competitions and sampling for over 100,000 people at the Good Food Shows.
Crabbie?s Green Ginger Wine continues to be the most drunk Ginger Wine in the UK, with a customer base of 1.4 million.
In the Take Home channel, Crabbie?s Green Ginger Wine has doubled its volume over the last 12 months and, as part of the wider Crabbie?s portfolio, is benefiting from the TV support for Crabbie?s Alcoholic Ginger Beer in the run up to Christmas.
Al Cross, Marketing Controller at Halewood International, said:
?Heritage is one of the underlining factors of the Crabbie?s brand and this, combined with the quality and versatility of Crabbie?s Green Ginger Wine, is what has made the product so successful since its launch two years ago.
?General awareness for the Crabbie?s brand has increased through multichannel media activity and has reminded shoppers of the original product and why they first bought into the brand, whilst also attracting a new consumer following.
?Crabbie?s Green Ginger Wine?s packaging design underlines a significant step change for the brand, and also reflects the product range?s strong identity, reaching out to this new audience of consumers?.
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Source: http://www.fdin.org.uk/2012/12/new-bottle-design-for-crabbies-green-ginger-wine/
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