Lurvill's Delight moves into adult soft drinks market
A botanical soda first made in 1896 has been resurrected to appeal to consumers looking for something new, and low in sugar, in adult soft drinks.
Lurvill’s Delight, described as a premium craft-style botanical soda, is made using Welsh spring water and natural ingredients, including nettle, dock and juniper berry extract. With no added sugar it contains just 66 calories per 33cl bottle.
The drink, which was originally popular in Wales between 1896 and 1910, was created by twin brothers from the Rhondda Valley and it was produced just a few miles away from the famous Corona soft drinks factory. Profits made from the drink were used to pay for 150 coal miners and their families to emigrate to the United States. It ceased production in 1910 due to a shortage of dock leaves in the local area.
The drink is now being made again in Wales by new owner Dave Steward, who bring a wealth of drinks experience from his roles as MD of Proximo Spirits UK (the distributor of Bushmills, Jose Cuervo and The Kraken Rum), and also from his work overseeing the launch and growth of premium spirits such as Maker’s Mark bourbon, Wyborowa and Zubrowka vodkas.
Steward and his team has secured early listings in the drink’s heartland in South Wales and the West of England, including drinks wholesaler Nectar Drinks.
He said: “I am 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 is great that they see the potential in adult soft drinks. Every spirit brand I have been involved with has shaken up established markets – Lurvill’s Delight is a brilliant adult soft drink and we are looking forward to creating similar disruption with it. It is great to have a drink that isn’t just ‘AN Other’ 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.”
Lurvill’s Delight will be priced at £1.89 for a 33cl bottle.