IDV is stretching the Croft brand name from the sherry and port sector into spirits with the launch of Lyndon.
The brand, a lemon and lime spirit to be drunk with mixers, has an alcoholic strength of 23 per cent ABV, and will be priced at over 10 per bottle. It is aimed at the 25-plus age group.
It will take on other speciality spirits such as Martini, Southern Comfort and Pimm’s.
Croft Lyndon is on trial in bars in the West Midlands, and is being presented to supermarket and trade buyers, though the company refuses to confirm when it is planning a full roll-out.
It is understood that IDV is planning to put a sizeable marketing budget behind the new brand.
The move follows renewed attempts by fortified wine makers to rejuvenate the sherry and port market, with Allied Domecq relaunching its Harveys sherry. Club Amontillado will be renamed Harveys Club Classic, John Harvey as Harveys Isis and Harveys Luncheon Dry as Harveys Dune.
At the same time, Virgin is launching a cocktail combining its Vodka and Energy drinks called Virgin Vodka Flyer, a 5.4 per cent drink which will appear in cans. It is produced by the Virgin Trading Company and William Grant & Sons.