TONY Ferguson, former managing director of Seagram Ireland, has launched a new alcoholic product called The Craic. A neutral spirit with elderflower and juniper flavouring, it is manufactured in Enniscorthy, Co Wexford. The Craic is being distributed in Britain by Lowenbrau, the German brewer.

Ferguson says they have been pleasantly surprised at the recognition factor of what The Craic means. Some English people ask "what's the Crake" but there is usually somebody in the pub to explain that it's the Irish having a good time. It is now being test marketed in Sweden and in the extensive network of Irish pubs throughout Germany.

It's been available in Dublin for the past few weeks in trendy outlets, Cafe en Seine, the Turk's Head, Dwyers of Mount St and so on. It retails at between £2.30 and £2.50. "It is not alcopop", Ferguson insists. It is aimed at the more mature drinker whom, he says alarmingly, is reckoned to be in the 19-35 age group.