Wine importer Mentzendorff has rebadged its Napoleón sherry range to bring the brand in line with its La Gitana Manzanilla, which is proving popular with a new generation of sherry drinkers.

The company, which also looks after Bollinger Champagne and Croft Port, says the new look better communicates the brand's heritage and taps into the strength and consumer appeal of La Gitana.

The five-strong range is produced by Bodegas Hidalgo and consists of the original Manzanilla, an Amontillado, an Oloroso Seco and an Oloroso Abocado, rsp £9.99, as well as a Pedro Ximénez sweet sherry priced at £13.49.

Sherry producers are investing heavily in the UK in a bid to move the drink away from its fuddy-duddy image. Tio Pepe is running a high-profile campaign promoting Fino over ice, while Beam Global Spirits & Wine launched three new variants to its Harveys range last year, including Harveys Orange.


Topics