From:FoodBev

Crabbie’s has made its alcoholic ginger beer available in 500ml PET bottles to make the range more accessible at outdoor and sporting events.

The brand became the official ginger beer partner of Scottish Rugby Union earlier in the year and the new bottle format will ensure that the Crabbie’s range can be easily sold where glass is prohibited at key international and domestic matches throughout Scotland.

Brand owner Halewood has also agreed a deal for Crabbie’s to sponsor the London Double Header rugby union event at Twickenham in September. The sponsorship includes significant branding around the stadium and will raise the profile of the Crabbie’s brand among rugby fans. A deal has also been agreed to permanently list the 500ml PET bottle at Twickenham in both original and Scottish raspberry flavours.

The PET bottle design is smaller and thinner than Crabbie’s traditional 500ml glass bottles, and is more suitable for venues that do not allow glass. Halewood Wines & Spirits will be distributing the 500ml PET bottle using multiple route-to-markets within the on-trade to supply a growing number of sporting venues, it said.

Michelle Raworth, senior marketing controller for Crabbie’s alcoholic ginger beer, commented: “Launching a PET format enables us to maximise Crabbie’s within sporting venues and support our rugby partnerships and sponsorships.

“The PET format will also allow consumers to enjoy the Crabbie’s range during a wider range of occasions, such as at festivals and in nightclubs.”