Kyndal Spirits, the drinks business which begun life as the management buyout of Whyte & Mackay from Jim Beam Brands last year, is launching its first new product, a flavoured vodka called L'ush.

L'ush will be available as a full strength 37.5% ABV 70cl cream-flavoured vodka and as two 275ml, 5.1% ABV flavoured PPS drinks - Strawberry and Vanilla. 

Brian Megson, chief executive of Kyndal Spirits, said: "New product development will play a key role in the future growth plans of Kyndal and L'ush is the first of a number of exciting new products that we will launch over the coming months. It is a dynamic market and we are determined to retain the competitive edge by having several innovative, new products in the pipeline."

L'ush is currently being sold into the on-trade.

Glen Gribbon, marketing director at Kyndal, added: "The 70cl creamed vodka has all the strength of pure vodka, softened by the addition of the vanilla cream top notes. It is a versatile brand that can be mixed, used as a shot or as a base for a cocktail.  With the two PPS variants, we have developed naturally-flavoured products that can be enjoyed all-night as opposed to one which forms part of a repertoire in an evening.  It will initially be available in the on-trade with a view to extending this into the off-trade over the coming months."

L'ush will apparently be positioned to appeal to both men and women.
"PPS is the fastest growing category in the on-trade and those with a vodka base account for over 68% of the category volume share.  It is a lucrative market and one in which we wish to extend our exposure," said Gribbon.

L'ush will be supported by sampling activity and point-of-sale material including posters, flyers, stickers, t-shirts, pourers and shot glasses. The brand will also be heavily promoted on-line through www.livelifelush.com and a viral marketing programme.