US: Heaven Hill Distilleries gives O'Mara's makeover

By | 9 May 2013

Click through to view the new bottle for Heaven Hills OMaras Irish cream liqueur

Click through to view the new bottle for Heaven Hill's O'Mara's Irish cream liqueur

view 1 related image

Heaven Hill Distilleries has updated the packaging for its O’Mara’s Irish cream liqueur.

The revamp, which comes into effect this month, has been designed to highlight the brand's “authenticity and heritage”, the company said earlier this week. The US-based brand owner will back the move with a retail campaign in the country that will carry the tagline “O' So Smooth”.

“Since 2008, O’Mara’s Irish Country Cream continues to grow at nearly double digits,” said Hannah Venhoff, brand manager for O'Mara at Heaven Hill. “To support growth in that key segment of the marketplace (household decision-makers and entertainers), we seized an opportunity to elevate the status of the product.”

To view the new-look bottle, click through on the image on the right.

O’Mara’s Irish Country Cream is available in 1.5-litre and 75cl bottles in the US. The portfolio also includes Mint Chocolate and Caramel flavour variants.

Last month, Campari also updated the pack for its Carolans Irish cream liqueur.

Expert analysis

Spirits in the US

Spirits benefited in 2011 from consumers switching from drinking beer to spirits. Beer – which still remains the nation’s favourite alcoholic beverage in terms of total volume sales – saw its volume sales fall by 2% in the three consecutive years from 2009 to 2011. Spirits, conversely, witnessed total volume growth of around 2% annually during this same period. The beer industry, conversely, has struggled in recent years. In 2008, the US beer industry saw consolidation at the top and the two...

Sectors: Spirits

Companies: Heaven Hill, Campari

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