Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: https://read.dmtmag.com/i/777147
1 Beverage Dynamics • Digital Edition Exclusive 2017 www.beveragedynamics.com E very retailer knows when Irish Cream sells best: the fourth quarter and St. Patrick's Day. The three months of Q4 alone can account for 50-60% of yearly sales for some Irish cream brands. But can the spirit ever grow significantly beyond these times of year? That question has long hung over the category. Brands have tried many different strategies in trying to sell more Irish Cream outside of the holiday-time spikes. And their work might just be paying off. SALES BOOST Offseason sales of Irish Cream are up, reports Will Moore, GM and Buyer at Crown Liquors, an Indiana-based retail chain of 29 locations. Overall the category grew 8.6% at Crown Liquors in 2016 IRISH CREAM Can HOLIDAY SALES? E x pand B eyond versus 2015, Moore explains. And the greatest gains came when you might least expect them. "The biggest growth was in the middle of the year, in Q2 and Q3, when you're not used to seeing the numbers go up," Moore says. "The category was up 23.7% in 2016 during those months, com- pared with the same time in 2015." "Irish Whiskey does seem like it's a year-round thing," he adds, rather than just a seasonal star. Brands have strongly played into this potential shift in con- sumer opinion. The Irish Cream category leader Baileys is "ac- tually designed to be enjoyed throughout the year," says Nicola Heckles, director of liqueurs at Diageo. "Whether enjoying it in coffee for a 5 o'clock surprise or pouring over ice cream for dessert, there are plenty of ways to enjoy Baileys after the holiday season has come to an end," BY KYLE SWARTZ