Cream liqueurs boost year-round appeal to smooth out fortunes – Category Intel

The cream liqueur segment had a mixed year in 2023, but opportunity awaits if brand owners can tap into all-season drinking occasions. All eyes were on Liverpool. The M&S Bank Arena was pulsating with colour and sound. Performers from 37 nations had descended on the city and fans from many more were in full voice. May sunshine shone down on the fan village, light dancing on the waters of the River Mersey. The Eurovision Song Contest was in full swing. And the drink to be seen with? A Baileys. Back in February, the Diageo-owned brand secured a three-year sponsorship deal with the a