Brookfield Drinks expands with Crabbie's brand move

An alcoholic drinks firm has raised its glass to expansion after bolstering its portfolio.

Brookfield Drinks has bought the Crabbie’s alcoholic ginger beer brand from Halewood Artisanal Spirits.

The Bedfordshire-based company says the swoop “marks a significant addition” and that it sees “significant opportunity to further elevate the brand”.

Bosses add they will “increase marketing investment… to strengthen its presence across retail and hospitality channels in the UK and export markets”.

Crabbie’s history dates back to Edinburgh in 1801, and includes alcoholic ginger beer and raspberry and blood orange variants.

Nigel McNally, Brookfield Drinks’ founder, said: “Crabbie’s is a must-stock product within the fast-growing fruit and flavoured beer market.

“The brand has outstanding heritage and awareness, and the alcoholic ginger beer and fruit beer category continues to grow, particularly among consumers seeking more flavour-led and refreshing drinking experiences.”

Stewart Hainsworth, chief executive at Halewood Artisanal Spirits, which is based in Rushden, Northamptonshire, added: “The sale of Crabbie’s is another exciting step forward for the company as part of its spirits-focused brand strategy. 

“Crabbie’s will be a core brand for Brookfield Drinks, and it has some exciting plans to grow Crabbie’s in the UK and beyond.”  

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