Black Irish, the cream liqueur owned by singer Mariah Carey, is expanding its three-strong range beyond the US.
The brand, which debuted in the US 18 months ago, will head to “areas of” South America and the Caribbean in the coming weeks. Among the earmarked markets are the Bahamas, Brazil and Mexico.
The line comprises Original, Salted Caramel and White Chocolate, all three of which retail in the US for US$29 per 75cl bottle.
In volume terms, Brazil is the seventh-largest market for cream liqueurs, according to IWSR Drinks Market Analysis, accounting for almost 4% share. The US leads the way, with a 23.2% market share, almost double that of the UK in second place.
How brand owners are blowing the dust off cream liqueurs – Category Intel
