Gonzalez Byass reveals sherry-based NPD

Gonzalez Byass UK has created a sparkling sherry-based drink specifically for the UK market.

Croft Twist is a 5.5% abv ready-mixed long drink, packaged in a 75cl bottle. The drink is a take on the Andalusian ‘rebujito’ (which is Fino sherry, lemonade, ice and a garnish of mint). The British version is more elaborate as it blends freshly made elderflower, lemon and mint cordials with Croft Fino and water, all gently sparkled.

Martin Skelton, md of Gonzalez Byass said: “Croft Twist is the most delicious and visually exciting product that the company has launched in recent years, a true innovation.

“We are thrilled to bring such a unique product to market and strongly believe it has all the ingredients to be a huge success.”

Research identified that 30 to 45 year-old female drinkers, those that seek out new experiences, are the primary target market for this drink. It also uncovered their love for heritage brands that reinvent themselves in a respectful and creative way. During trials, consumers found Croft Twist to be the perfect aperitif when transitioning from the busy work day to fun, social time with friends and family, according to the company.

Croft Twist is being launched in Waitrose, followed closely by Ocado.

The launch will be supported by customer promotions, social media activity and sampling at summer events. 

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