Leading independent drinks manufacturer and distributor, Halewood International, is experiencing a dramatic increase in sales for its Crabbie’s Alcoholic Ginger Beer brand, following sponsorship of the ITV National Television Awards.

Two multiple retailers have reported a104% and 82% uplift in sales respectively, following on from the sponsorship of the awards which aired at the end of January.

The six figure investment into the broadcast sponsorship of the ITV National Television Awards represented the latest in a series of high profile investments by Halewood International and the second major sponsorship for the Crabbie’s brand following on from the title sponsorship of the British Comedy Awards in December.

A national pre-Christmas campaign that ran across ITV1, Channel 4, Five, all of the major satellite channels, Video on Demand, radio, as well as PR and Social Media, has also helped Halewood continue to build momentum and growth for the Crabbie’s brand.

According to Al Cross, Brand Manager for Crabbie’s Alcoholic Ginger Beer, “These early sales figures indicate there is a definite growth in demand for the Crabbie’s brand as we continue to invest in opportunities which engage the British adult public. With an adult audience reach of 7.7Million, this investment has resulted in excellent exposure for the brand and another opportunity for retailers to take advantage of the growing consumer demand that Crabbie’s Alcoholic Ginger Beer is enjoying.”

Crabbie’s Alcoholic Ginger Beer has secured major listings in Bargain Booze, Booths, Morrisons, Sainsbury’s, 294 ASDA’s and Waitrose as well as a number of other leading Off-Trade operators retailing at £1.99. On-Trade listings include Carlsberg UK Limited, JD Wetherspoons, Molson Coors, Punch Taverns, Vintage Inns (M&B).