A botanical soda that was first made more than 120 years ago will be revived by a veteran of the UK drinks industry.
Lurvill’s Delight is a premium, craft soft drink made using Welsh spring water and natural ingredients including nettle, rhubarb, dock leaves and juniper extract. It was first made in 1896 by twin brothers from south Wales, with the profits used to pay for 150 coalminers and their families to emigrate to the US.
Now Dave Steward – the former managing director of Proximo Spirits UK, which distributes Bushmills, Jose Cuervo and The Kraken rum – will resurrect the obsolete drink as he sets about capitalising on impressive growth in the adult soft drinks category.
Lurvill’s Delight contains just 66kcal per 330ml bottle. It is free from artificial flavours, colours, preservatives and added sugar – and is described as ‘dry and gently sparkling’.
It will join a number of independent producers who have sought to tap into the adult soft drinks market, amid growing interest in premium sodas and falling consumption of alcohol.
Distribution will be focused on the drink’s heartland, before being widened across the UK.
Steward said: “I’m delighted to have gained an early listing with Nectar, who I have worked with over the years on a number of premium brands and it’s great that they see the potential in adult soft drinks. Every spirit brand I’ve been involved with has shaken up established markets.
“Lurvill’s Delight is a brilliant adult soft drink and we’re looking forward to creating similar disruption with it. It’s great to have a drink that isn’t just another new soda or cola with no history – there’s an amazing heritage and some fantastic stories behind this one. We’ll be making the most of all of them.”
Marketing support for the brand is through specialist challenger brand agencies Piracy Corporation and Eventeem.
Each 330ml bottle will retail with a recommended price of £1.89.
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