Halewood International is looking to entrench its position in the spirits category with the launch of four major new brands.

The company said it hopes Don Cruzado Tequila, Di Cassini Sambuca, Ponticelli and Peach Amore will capitalise on the “growing sub-sections of the UK spirits market”.

Don Cruzado Tequila – available now – is a full bodied Mexican Tequila made with agave hearts, which will complement the existing range.

Halewood added that the growing Tequila market is worth around £60m annually.

Di Cassini is a genuine Italian Sambuca and is due to be launched at the end of March.

Ponticelli is a lower ABV Sambuca style drink that Halewood described as “perfect” for mixing, which will also launch at the same time, offering consumers a lighter alternative to authentic Sambucas, and will be available at a “credit crunching” price. Halewood added that the Sambuca market, which is also growing, is worth £179m annually.

Peach Amore – a peach-flavoured schnapps-style drink – will be launched in the off-trade and promoted as an alternative for mixing long drinks and summer cocktails.

Senior brand manager for beers, cider and spirits, Nigel Tarn, said: “Over the last 12 months, Halewood International has been firmly focused on innovation. The growth in the spirits market has come at a time when we’re looking to enhance our portfolio.

“We feel these new drinks will match demand from our customers.”

Last year Halewood expanded its range with the addition of Whitley Neill, Lamb’s Spiced Rum and Lamb’s White Rum. Its portfolio now contains 67 spirit products complementing its beers, ciders, wines and Crabbie’s Alcoholic Ginger Beer.

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