Pernod Ricard has leant into the consumer perception of cream liqueurs as a nightcap to promote the latest addition to the Kahlúa brand portfolio.
The new SKU, which mixes the coffee-based liqueur with cream, is heading beyond its trial availability in “selected airports” to go worldwide this month. As well as an expansion across global travel retail, Kahlúa Coffee Cream goes on sale in the coming days in Australia, Japan, Mexico and New Zealand as well as across Europe.
The launch is being backed by a marketing activation, ‘Not a Nightcap’, that features Instagram celebrity Grimegran, her grandson Beau the Beard and Irish TikTok creator Grandad Frank. Details of where the assets will feature were not disclosed.
“The launch comes as drinking habits are shifting earlier with growing demand for more relaxed, spontaneous early-evening occasions,” the brand owner said. “A recent survey commissioned by Kahlúa Coffee Cream among UK adults aged 18-plus found that seven in ten Brits (71%) are excited about classic spirits being reinvented.
“Luckily, Kahlúa Coffee Cream is stirring up the cream liqueur rulebook.”
In results from the 12 months to the end of June, announced late last month, Pernod Ricard booked a 3.9% dip in sales compared to the corresponding period a year earlier.
