A new Calvados aimed at cocktail-makers in the on-trade has been launched by Spirit Cartel.

The company, which are described as brand builders that “believe the future of spirits belongs to brands with character and delight in representing marques with something to prove” said the cocktail-first Calvados is to be enjoyed with no intention to waiting until after dinner.

Made in Normandy’s Pays d’Auge, Bad Appel is a young eau de vie. It leads with crisp green apple zest, with a fresh character designed to unapologetically shine in a cocktail rather than disappear politely behind the other ingredients.

Charles Marshall, the founder of Bad Appel, explained: “The back bar has enough bottles that know how to behave. Bad Appel gives bartenders something different: serious provenance, a brilliant apple-led flavour profile and the versatility to actually earn its place on a cocktail list.

“Calvados has extraordinary credentials. We just don’t think an after-dinner armchair should be the only situation to enjoy it.

“Bad Appel is about taking everything that is great about the spirit and putting it to work somewhere less expected – proper French heritage with some rather improper cocktail ideas.”