Avallen Calvados has been founded with the intention to "re-ignite Calvados... whilst having a positive impact on the wild bee populations in the markets where it is sold" the pair said. EUR0.50 of profit for every bottle sold will go to an organisations dedicated to restoring and protecting bees.
"At Avallen Spirits we want to prove that a spirits brand can both be profitable and beneficial to our planet by raising awareness of the dramatic decline of the world's bee population and supporting projects and research to help protect the future of the most important of insects to our global food chain," said Etherington-Judge.
Avallen Calvados is produced in La Manche region of France. The Calvados AOC is aged in French oak barrels for two years and bottled at 40% abv with no added sugar, caramel or oak extract.
Both Jordan and Tim Etherington-Judge were part of Diageo's Reserve brands team.