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
96 WWW.ARTISANSPIRITMAG.COM