Gonzales Byass boosts investment in Croft Twist

Gonzalez Byass is increasing its investment in Croft Twist to drive awareness of the “very modern” aperitif.

The premium sparkling Fino-based long drink, which was launched this summer, is blended with elderflower, lemon and mint.

Croft Twist already has listings with Waitrose, Ocado, John Lewis, Fortnum & Mason, Fenwick’s and Harvey Nichols; the producer is now launching a digital campaign to drive consumer awareness.

Martin Skelton, managing director at Gonzalez Byass, said: “This is a very exciting development for the Croft brand. The summer food festival season sampling programme received a huge amount of positive feedback demonstrating the appeal of the style to a broad range of consumers. It is a flavour combination that works extremely well and delivers on taste and imagery.”

Digital activity will focus on Facebook with video content, as well as education around the brand. Croft Twist will also be sampled to customers in store to drive trial and purchase.

Skelton added: “ With the successful launch of Croft twist, a door has been opened to an entirely new aperitif that meets market demand for on-trend, fresh flavours and a sparkling drink with a lower abv content.

“We are extremely pleased with the listings and sales to date and there is strong evidence that Croft Twist is driving a new revenue stream for the off and on trades with flavours that are extremely relevant to the most popular trends in the market.”

The 5.5% abv Croft Twist is priced at £7.49. 

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