According to The Independent on Sunday, Croft is launching a new port, designed to be drunk chilled, aimed at capturing those ‘elusive female drinkers.’ How, at a glance, does Croft plan to catch the fickle eye of female quaffers? Because pink, by the looks of things, is the new ruby or tawny… or white, for that matter. Hitting the shelves just in time for summer, expect to find legions of girls abandoning their glasses of chilled rosé and rushing to buy Croft Pink with all the fervour and frenzy of a new Kate Moss Topshop collection. Or perhaps not. If a drink is to appeal to women, why is there this ludicrous belief that it must be pink and cold? While this new creation may appeal to the alcopop fan, I find it difficult to envisage a truly discerning and intelligent drinker willing to think pink. For my money, Croft has horribly misjudged the market they’re hoping to snare. Grown up girls don’t need Barbie in their port glass, its condescension enough to leave us cold.
Please, Don’t Portronise
February 17, 2008
