Distillers revive fortified wines…

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Drinks companies are seeking to revive the neglected fortified wines sector, with a wave of new launches next Christmas.

GrandMet-owned IDV is testing a number of new fortified wine brands, and is preparing to launch them to the drinks trade at the end of the summer.

It is believed that one of the products is an extension to the Croft sherry brands. Croft has recently repackaged its sherries and has launched a range of limited edition half bottles. Further brand development is expected, but IDV refuses to comment on this.

It is understood Allied Domecq is also investigating new developments in the fortified wines sector.

The drinks industry has an unquenchable thirst for new products. Last summer saw the launch of alcoholic lemonades such as Hooper’s Hooch and Two Dogs. This sector was quickly followed by a string of branded mixed-drink launches such as Martini Metz and Pernod Hex.

The fortified wine sector is very seasonal, with most sales and advertising focusing on the Christmas period. Last year, sherries and ports accounted for nearly 2m in advertising spend.

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