US: Starbucks and Jim Beam launch cream liqueur
Starbucks Coffee Company and Jim Beam Brands are to launch a cream liqueur brand together. The roll out of Starbucks Cream Liqueur follows the February launch of Starbucks Coffee Liqueur.
"We are very pleased with the success of our first entry into the spirits category," said Gerry Lopez, president, Starbucks Global Consumer Products. "Creating a cream liqueur is a natural extension for the brand and is consistent with our long-term strategy of surprising and delighting our customers by extending the Starbucks Experience outside of our retail stores."
With 22m cordial consumers in the US market, the cream liqueur category is nearly three times the size of the coffee liqueur category.
Thomas J. Flocco, president and CEO of Jim Beam Brands Worldwide, said: "The current cream liqueur category is not only sizable, it also has a small number of major players, and we are well-positioned to leverage that from two vantage points.
"First, the holiday season represents an important time of year for spirits, not to mention the ideal season for introducing a new cream liqueur to market. Second, building on the success of Starbucks Coffee Liqueur, we're confident about this product's ability to meet consumer preferences on taste."
Recent Nielsen figures show that Starbucks Coffee Liqueur was the No. 1 selling new spirits product year-to-date through August in overall dollar sales.
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