NEW YORK, March 24, 2016 /PRNewswire/ -- Halewood International Holdings PLC, the UK's largest independent drinks manufacturer and distributor, has named 360PR as U.S. agency of record for its fast-growing Crabbie's® Alcoholic Ginger Beer brand, amidst rapid growth in the hard soda category. Throughout 2016, the agency will roll out an integrated campaign for Crabbie's emphasizing the brand's originality and pioneering role in one of the most exciting adult beverage categories, on-premise and off.
Crabbie's Original Alcoholic Ginger Beer is part of Scotland's renowned Crabbie's brand. The brand was founded in 1801, in the ancient Scottish port of Leith by merchant adventurer, John Crabbie who created a ginger wine from ingredients he had brought home from around the world. Over 200 years later, Crabbie's Alcoholic Ginger Beer was created in that adventurous spirit, from a proprietary recipe of exotic spices and real ginger, steeped for six weeks for a refreshingly spicy flavor. Crabbie's Alcoholic Ginger Beer was introduced in the UK in 2009 as the category's first alcoholic ginger beer and a pioneer in hard soda. Since its launch in six states, in April 2012, Crabbie's has grown rapidly in the U.S., and is on target to be on shelf in all 50 states in under four years.
"360PR understands Crabbie's as a brand and what will drive its next phase of growth in the U.S.," said Steve Ferris, Managing Director, North America for Halewood Group. "Their integrated plan grew out of deep insights into our Millennial target, respects how adult beverages are marketed and creates a distinct Crabbie's voice that will resonate through earned, paid and shared channels."
"We look forward to working hand-in-hand with 360PR to grow consumer awareness, trial and preference for Crabbie's, which are becoming more critical as the category matures," said Phil Clarke, President and General Manager of St. Killian Importing, the U.S. importer for Crabbie's. "We were impressed by the agency's understanding of the adult beverages' three-tier distribution system and of the challenges and opportunities that come with it."
360PR's campaign, built on a multifaceted platform called The Crabbie's Rules, will span earned media nationally and in key markets, influencer marketing and social and digital media and support Crabbie's Weeks, the successful event series that St. Killian Importing launched in major Crabbie's markets.
"Crabbie's is simply the kind of brand we love at 360," said Laura Tomasetti, 360PR's CEO. "Halewood has sown the seeds for a lasting brand, starting from an original idea and what counts most: the quality of the liquid in every bottle. We look forward to parlaying our understanding of Millennial consumers' attitudes and category experience to contribute to the brand's ongoing growth and leadership."
About Crabbie's Alcoholic Ginger Beer
Crabbie's Alcoholic Ginger Beer is made from a unique recipe. Unlike other beers, our highly prized formula isn't brewed, but includes a ginger steep that takes six weeks to create, as well as four secret ingredients. It is this mysterious combination of flavours that mingle together to lend our deliciously different drink its sparkle, crispness and refreshing ginger taste. For more information, visit www.crabbiesgingerbeer.com
Please drink Crabbie's Alcoholic Ginger Beer responsibly.
About Halewood International
Based in Merseyside, Halewood International was founded by the late John Halewood in 1978. Today, still owned by the Halewood family, Halewood International Holdings PLC is the UK's largest independent drinks manufacturer and distributor, with a turnover of £231 million, selling over 21 million physical cases each year and exporting to 75 countries.
Employing 1,000 drinks specialists worldwide, the Halewood International Group has five operations outside the UK - South Africa, China, Thailand, Ireland and Romania. In addition to our global brands, Red Square, Crabbie's Alcoholic Ginger Beer, Lambrini and Whitley Neill, Halewood International offers full service support for Agency Brands in the UK and international markets.
Unique amongst these markets is Romania where we own and operate several vineyards, producing and bottling our own wine. Halewood Romania also bottles our own spirits and RTDs, distributing both our own products and our agency brands to on and off trade outlets, including twelve retail outlets owned and operated by Halewood Romania.
Our three major export markets are Australia, USA and Canada. Crabbies is the number one Alcoholic Ginger Beer in the UK, Australia and the USA. Of our Agency Brands, Tsingtao continues to be one of Halewood International's biggest success stories.
Renowned for its creative independence and innovation, focus, determination and resource sufficiency will continue to drive Halewood International's expansion plans for 2016 and beyond.
About St. Killian Importing
Established in 1983, St. Killian is a full-service importer, providing all 50 states with world-class beers and malt beverages from around the globe. St. Killian maintains a carefully crafted portfolio, keeps a watchful eye on specialty beer trends, and continually seeks opportunities to expand our range with unique and interesting styles of malt beverages. St. Killian partners with each brewery we represent to share their distinctive products – and their unique stories – with beer enthusiasts across the United States.
360 Public Relations is a premier consumer PR and marketing agency, recognized as Boutique Agency of the Year and a Best Agency to Work For. 360PR counts among its clients some of the most revered consumer brands, as well as emergent players disrupting entire categories of consumer goods and services. The agency's 360 approach surrounds consumers with fully integrated media programs online and off to build and engage audiences. 360PR operates offices in four U.S markets, Boston, New York, San Francisco and Washington, D.C., and is a partner with other leading independent PR firms in PROI Worldwide. For more information, visit www.360PR.com.
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