JOURNEYS End Wine Company has recently introduced its newest product — noni wine.

The fruit is touted as a cure for many ailments in its natural form, including headaches, heart disease, arthritis, cancers, gastric ulcers, sprains, depression, muscle aches and pains and high blood pressure.

“The creation of the noni wine by Journeys End is a great example of manufacturers’ innovation for customers to experience something new,” CEO of Journeys End, Howard Coxe told the Business Observer.

“When you smell a ripe noni it is very offensive but when it being processed for fermentation it smells almost like perfume, and so it has a very fruity after-taste almost like an apple flavour, plus it’s great for cooking” he added.

The wine is sweetened by honey. The product joins the line of wines, including pimento berry, ackee, sorrel, coffee and ginger, which are manufactured by the two-year-old company.

“These are all Brand Jamaica products, from the wine to the labelling,” he said.

Currently, the noni wine is being supplied in 150 ml bottles and will be available at MegaMart outlets over the next two weeks.

The company is now looking to produce a 750 ml bottle to be sold at the Norman Manley International Airport by the end of the year.

“Right now we are seeking permission to get shelf space,” Coxe said.

Earlier this year, Journeys End Wine was selected among National Bakery’s Top 10 bold ideas.

The ackee wine, regarded as the most popular product, has steadily seen an increase in demand over the years, according to Coxe. The entrepreneur is now eyeing new areas to tap into as his customer base expands.

“While it’s not flowing really fast, it’s moving at a gentle pace because people are starting to accept it,” he stated.