Master of Wine and wine director of Hatch Mansfield I can’t help thinking that if Matthew Clark is trying to make a real success of these, it is going to find it jolly difficult. Despite the sensible 50cl bottles, the Ruby looks like Balsamic vinegar and the cream is such a sweet style, I am struggling to understand when the young and trendy target market are going to drink it. The Ruby is much the preferable style, despite being on the sweet side because the acidity is too low. The £4.99 price tag and innovative packaging will give it a glimmer of hope but it will have to sell very large volumes to generate the marketing fund to build a strong and sustainable brand. Rating out of 25 ­ 10 Gary McCall Managing director of Poulter Partners There is no doubting the aim of these two new fortified wines is to appeal to a target audience half the age of the current customer profile of the category. The 500ml clear glass packaging is sleek and similar to modern olive oil packs. Its Californian provenance will prove enticing. But it will take more than just attractive packaging to stir up interest. Consumers either know what fortified wine is, with its negative stereotyping, or are unclear as to its role within their drinking portfolio. The packaging is distinctive but extensive sampling or marketing support will be required to bring the products to life. Rating out of 25 ­ 19 Carol Du Cann Senior buyer (beers, wines and spirit) at Alldays Both products could be mistaken for bottles of olive oil or fancy vinegar, but they are attractive and look upmarket. I liked the personal touch, with Tom Bell’s name on the front. The cream smelt very sherry like, but it tasted like paint stripper! Harsh and acidic, it had none of the balancing roundness and creamy flavours I associate with this type of sherry. Shocked, I checked the label to see if it was supposed to be chilled ­ no, it is meant to be like this! The Ruby looked, smelt and tasted even worse. Sorry Tom, but you have dropped a real clanger here. My points are all for the packaging. Rating out of 25 ­ 4 Total score out of 100 ­ 41 {{DRINKS }}

Topics