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
3 Beverage Dynamics • Digital Edition Exclusive 2017 www.beveragedynamics.com up with the all-female Irish musical ensemble The Celtic Woman, which also plays into the cultural heritage that's currently helping buoy the Irish Cream ingredient Irish whiskey. NEW BRAND ON THE BLOCK For being a smaller category, Irish Cream still attracts its fair share of new brands. These brands will face a double-edged sword. On one side there is clear growth opportunity, since so few brands hold major market share of the cat- egory. And on the other side is Baileys. Positioning is important. For instance, with the price of Baileys typically around $20 per 750-ml. bottle, other brands will present themselves as alternative "value" options. Both Brady's ($11.99-$12.99) and Molly's ($15) go this route. Other brands take a longer, larger view. Kerrygold Irish Cream Liqueur has been imported into America for two years now by Kerrygold USA. But only in the past three months has its producer signifi cantly shifted empha- sis behind the Irish Cream brand. "Now that we have the right partners in place, and now that we have 55 people working on the brand, we can begin to focus more on integration," explains David Weir, National Sales Manager, Ornua Foods North America (owner of the Kerrygold brand). By "integration" he means increasing the pro- fi le of Kerrygold Irish Cream within the broader — and pre-established — Kerrygold brand. Mostly through its popular butter and cheese products, this dairy brand is already generating $200 million in an- nual sales, Weir reports. "We've been involved with dairy products for a long time in America," Weir says. "We've spent a long time developing Kerrygold in the U.S." As with Baileys or any other Irish Cream brand, Kerrygold remains focused on sales outside of the traditional Q1/Q4 boom time. Its recently launched "Made For This Moment" campaign positions Irish cream as an indulgent product ap- propriate for all months. "It can make life's simplest moments more memorable," Weir says. BD BAILEYS IS "A BRAND built for women . "