Croft Sherry aims to ‘reinvigorate’ its appeal to younger consumers

Croft Sherry is partnering with Great British Bake-Off 2022 star, Sandro Farmhouse, for a major consumer campaign launching this summer.

The brand has recently completed a packaging refresh, and a website overhaul based around the new ‘It’s Croft Time’ marketing.

Croft has identified the summer season as a key trading period to reach a younger target consumer, and is seeking to tap into demand for longer, lighter spritz-style drinks.

Bake Off’s Sandro has been appointed to work with Croft to develop bespoke serves that showcase the sherry’s versatility, and compatibility with alfresco dining.

Campaign creative developed with the celebrity will be utilised across earned and paid media throughout summer 2023, with supporting print and digital OOH activity planned within key multiple retailers.

Sandro said: “Croft is a great brand. It’s such a versatile drink that can be used in so many ways and it’s a privilege to be playing a part in bringing this iconic British brand to a wider, younger audience this summer.”

UK marketing director of González Byass, Alison Easton, said: “Seeing recent spikes in sales has reminded us of just how loved Croft is, and encouraged us to bring it to the attention of an even wider audience.

“With a price point of £13, Croft works perfectly as a classic chilled apéritif or as the base for delicious longer serves, such as Sandro’s Croft Summer Spritzer. We believe that in these somewhat challenging times, Croft offers the perfect balance of comforting nostalgia and modern appeal, which is something we intend to prove through our partnership with Sandro.”

The newly designed Croft Original and Particular products were introduced to the market in February 2023, with designs created by Claessens International.