This week UK retailer Waitrose will begin selling a new innovative private brand spirit. Shaking up the dated perception of cream liqueurs, Wild-Arbor is a modern take on a classic drink which can be served straight over ice or used in a variety of cocktails, from an Espresso Martini to a White Russian.

Free from gluten, GMOs, and lactose, Wild-Arbor is a clear spirit sweetened with honey, and has the same velvety texture, silky mouthfeel, and indulgent flavor as a cream liqueur, without the use of dairy. Ideal for those with lactose intolerance, or vegans who eat honey, it’s a revolutionary step in the world of cocktail-making. 


John Vine, Waitrose spirits buyer says, ‘We\’ve been seeing the trend for retro drinks making a comeback for a while now and Wild-Arbor is proof that even the most traditional spirit can be modernized.’

Wild-Arbor is delicious served neat in a chilled rocks glass with ice and a slice of orange or a sprig of mint, or in a variety of cocktails.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.