The cream liqueur segment has long had an unfair reputation as being rather staid and old-fashioned; a seasonal, price-driven purchase wheeled out at Christmas. In truth, however, the category proved to be a hotbed of innovation in 2024, with new brands, flavours and spirit bases flooding the market.
The key question is whether this high level of NPD and investment can reset cream liqueurs' commercial fortunes.
In 2023, cream liqueurs hit the buffers with a 4% drop in global sales volumes, according to the latest figures available from IWSR. This decline halted a period of steady rises over th
If you work for any of the following corporate subscribers to Global Drinks Intel, head here to activate your access.
This article is available to Global Drinks Intel members only.
Click below for details on how to join the Global Drinks Intel community.
Already a member?
Log in here to read the article in full.
If you work for any of the following corporate subscribers to Global Drinks Intel, head here to activate your access.
- AB InBev
- Bacardi
- Campari Group
- Diageo
- Moët Hennessy
- Pernod Ricard
- Proximo Spirits
- Suntory Global Spirits
- William Grant & Sons
