Sharnbrook-based drinks business Brookfield Drinks Ltd has acquired the Crabbie’s alcoholic ginger beer brand from Halewood Artisanal Spirits.
The transaction marks a significant commercial expansion for the North Bedfordshire company, adding one of the UK’s best-known drinks brands to its growing portfolio.
Crabbie’s traces its history back to Edinburgh in 1801 and produces drinks using a six-week ginger-steeping process.
The brand portfolio includes its core alcoholic ginger beer, raspberry and blood orange variants, and Crabbie’s alcoholic ginger wine.
Brookfield Drinks was founded by Nigel McNally, the former managing director of Bedford’s historic Wells & Young’s brewery.
Local growth
The acquisition strengthens Sharnbrook’s position in the flavoured beer market, which is currently growing 30% year on year.
Crabbie’s will sit alongside Brookfield’s existing Rubis fruit beer range as part of its commercial lineup.
Nigel McNally, founder of Brookfield Drinks, said: “Crabbie’s is a must-stock product within the fast growing fruit/ flavoured beer market.
“The brand has outstanding heritage and awareness, not only within the UK but internationally as well.
“It is a truly crafted drink, with a unique six-week ginger-steeping process and a company heritage stretching back to 1801.
“With the alcoholic ginger beer and fruit beer category continuing to grow, particularly amongst consumers seeking more flavour-led and refreshing craft-centric drinking experiences, we believe there is a significant opportunity to further elevate the brand.”
Future plans
Brookfield Drinks confirmed plans to increase marketing investment behind the brand across retail and hospitality channels in the UK and international export markets.
Stewart Hainsworth, chief executive of Halewood Artisanal Spirits, said: “The sale of Crabbie’s Alcoholic Ginger Beer is another exciting step forward for the Halewood company as part of its spirits-focused artisanal brand strategy.
“Crabbie’s Alcoholic Ginger Beer will be a core brand for Brookfield Drinks, and they have some exciting plans to continue to support and grow Crabbie’s in the UK and beyond.”
Further details on the brand’s future direction and planned marketing activity will be announced in the coming months.
