Halewood International is expanding its Crabbie’s alcoholic ginger beer with two fruit variants to arrest declining sales.

Designed to extend the brand’s appeal to a younger consumer base, the strawberry & lime and raspberry drinks (rsp: £2.09/500ml) will roll out in April, backed by a national radio push, TV ads, and social media activity.

The 4% abv SKUs trialed well with 25 to 35-year-olds, said Halewood innovation director Richard Clark, and would provide an “excellent platform” to attract new consumers.

Off-trade sales of the Crabbie’s alcoholic ginger beer brand fell 3.1% year-on-year to £26.7m [Nielsen 52 w/e 13 October 2012].