Dare brands Croft pink port

Drinks brand Croft is launching what it claims is the world’s first pink port, designed by drinks branding group Dare.

Called Croft Pink, the new tipple is the brainchild of Croft owner The Fladgate Partnership, which also owns the port brands Taylor’s, Fonseca and Delaforce. Its Croft Port House brand dates back to 1588.

Dare was appointed to design the branding and structural design, which uses a specially commissioned bottle shape. Described as ‘light, fruity and refreshing’, Croft Pink will be positioned as a contemporary drink with special appeal to women.

A gift box and outer packaging for the brand are in development, says Dare partner Simon Tane, as are designs for the Canadian market. The consultancy has also overseen the brand’s print advertising for the launch, he adds.

Croft Pink is not the first new style of port devised in recent times. The Fladgate Partnership claims to have launched the first dry white port in 1934, the first commercially available late-bottled vintage port in 1970 and the first organic port in 2006.