Launching into the off and on-trade next week (rsp: £1.99/330ml), the product is targeted at older drinkers and has been oak matured to develop a stronger, deeper taste. It has a 6% abv compared with the 4% abv of standard Crabbie's, which has grown 249.4% year-on-year to £23.7m [Nielsen 52w/e 14 May 2011].
"Our research has shown there is a demand for more distinct-tasting products," said Halewood director of innovation Richard Clark.
Halewood is also rolling out Lazy Jacks, a new RTD brand aimed at young males and designed to be less sweet than other RTDs.
The 4% abv line combines rum with ginger to produce a product the company described as a "light and refreshing drink with citrus notes and a peppery finish".