Artisan Spirit: Fall 2015

Page 96

m y a e n o i r c t r ea c WRI

TTEN

BY D

EEN ARL

PETE

RS

f o o d

and

beverage

producers across the US and

T

he word liqueur comes from the Latin word liquifacere

which means “to dissolve or melt.” Liqueurs were originally produced by Italian monks during the 13th Century and used as herbal medicines. These early liqueurs were made of neutral spirits and flavored with herbs, fruits, spices and nuts, and were usually sweetened. Cream liqueurs are only a few decades old,

tempting

us

since

the

1970’s. The cream liqueur category has long been associated with Bailey’s Irish Cream, one of the first cream liqueurs to enter the market. Over the last 35 years, Bailey’s has extended its brand with additional flavor profiles to appeal to a wider audience. However, a new wave of cream liqueurs has

positioning as a cocktail mixer and the use of social media to produce a loyal following. Recently, we sat down with three cream liqueur experts to discuss the category. All three work for Creamy Creation, a division of FrieslandCampina,

the

world’s

largest dairy cooperative. Our panel of cream liqueur experts has a few things to teach us about the science

Canada. Matthew Benny: A Senior Sales Manager, this food and beverage expert works with global brands to

create

new

and

innovative

cream liqueurs. His knowledge of consumer behavior and market insight has helped some of the biggest players in the business bring successful products to the market.

and selling of cream liqueurs,

Sitting around the bar at O’Lacy’s

which has recently become a new

Pub in Batavia, New York, we

growth category.

started with the basics:

Jan Bindels: Jan hails from the

He has held several roles within

IN YOUR OPINION, WHAT MAKES A CREAM LIQUEUR BRAND SUCCESSFUL?

the R&D function in his 30 years

Joe: Promotion and giving the

Netherlands and is Senior Product Developer

with

at

Creamy

FrieslandCampina.

Creation.

Jan

is

also a certified liquorist—a liquor specialist who knows all the process steps for manufacturing any liquor

product a modern image. Look at RumChata. The brand owner did a great job of promoting it. They had reps going to bars and restaurants

been getting a second look by

which is sold in the world.

consumers. Led by brands like

Joe Kovalick: Joe is a Senior Sales

part of their success. While I don’t

Tequila Rose, Godiva and Rum

Manager

Creation,

think it’s the best cream liqueur out

Chata, they’ve propelled this new

with over 25 years of experience

there, they really pushed the brand,

growth category, thanks to their

providing a range of ingredients to

leveraged social media, got young

for

Creamy

for tastings. Social media is a huge

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