Croft adds twist to sherry with ready-mixed long drink


croft twist

Croft Twist, a sparkling ready-mixed long drink inspired by Andalusia’s traditional rebujito, has been launched by Gonzalez Byass UK.

It blends natural, fresh elderflower, lemon and mint cordials with Croft Fino sherry and water. The gently sparkling drink is recommended for serving with a garnish of basil or mint and lots of ice.

It is a British version of a rebujito, made with fino sherry and lemonade over ice with a garnish of mint, which is a classic drink enjoyed in southern Spain where sherry comes from.

With ABV of 5.5%, Croft Twist comes in a 75cl bottle with a contemporary design that evokes “British confidence and nostalgia”. It is being supplied to the on-trade through Matthew Clark.

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

Developed over the past two years, Croft Twist is chiefly targeting female drinkers aged 30 to 45 who are seeking out “new experiences”. Research identified that they liked heritage brands that reinvented themselves in a respectful and creative way.

During extended trials, consumers found Croft Twist to be the perfect aperitif when transitioning from the busy working day to fun, social time with friends and family.

The launch is being supported by customer promotion, widespread advertising on Facebook and sampling at summer events. “We are thrilled to bring such a unique product to market and strongly believe it has all the ingredients to be a huge success,” Martin added.

The elderflower has been sourced from premium soft drinks producer Belvoir Fruit Farms, which crated an elderflower and mint cordial, while bottling is by Kingsland Drinks.

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