UK’s Halewood Hands 360PR Crabbie’s U.S. Business

Halewood Crabbies

Since launching in six states during April 2012, the variant is on target to be on shelf in all 50 states in less than four years

Halewood International, UK-based independent drinks manufacturer and distributor, has named 360PR the U.S. agency of record for Crabbie’s. The agency will develop an integrated campaign emphasising the alcoholic ginger beer brand’s pioneering role across an important adult beverage category.

Founded during 1801 in the ancient port of Leith by merchant adventurer, John Crabbie, the range is part of Scotland’s renowned stable of offerings. The brew-master then created a ginger wine from ingredients he had brought home from around the world.

More than 200 years later, from a proprietary recipe of exotic spices and real ginger steeped for six weeks for a spicy flavour, the aforementioned blend was born. Crabbie’s was introduced in the United Kingdom in 2009 as the category’s inaugural alcoholic ginger beer and a first in hard soda.

The upcoming push built on a multi-faceted platform called The Crabbie’s Rules, will span earned media nationally and in key markets, influencer marketing as well as social and digital media. It will also support Crabbie’s Weeks, the successful event series which St. Killian Importing launched in major markets.

“360PR’s integrated plan grew out of deep insights into our millennial target, respects how adult beverages are marketed, and creates a distinct voice that will resonate through earned, paid, and shared channels,” said Steve Ferris, Managing Director, North America for Halewood Group.