Younger drinkers are driving the emergence of the premium cream liqueur category in the UK, according to new data from Irish cream challenger brand, Coole Swan.
The brand’s sales data shows 20 – 40-year-olds as the core consumer of Coole Swan, a demographic significantly contributing to the brand’s 67 per cent growth in the UK in 2024.
Coole Swan CEO, Mary Sadlier, believes this growth to be an untapped opportunity for the trade.
Data shows that Coole Swan consumers spend 84 per cent more instore than the category average and 70 per cent of its consumers come from outside the category, preserving the growth of the popular value end of the cream liqueur category.
Mary Sadlier commented, “Consumers are willing to pay more for premium alcohol, especially the younger consumer. It’s well documented that post millennials are drinking less, but when they are drinking, they’re opting for a better-quality liquid, with the finest ingredients and no additives.
"They might be buying less volume, but they’re spending more on quality, enjoying it for longer and really appreciating the liquid.
"For the trade, these new consumer habits mean better margins and repeat custom from proven higher spending consumers. It’s a real growth opportunity that doesn’t cannibalise the value end of the market, given that nearly three quarters of our consumers are discovering the brand from outside the category. ”
The global cream liqueur market is projected to register a CAGR of 10.5 per cent from 2023 to 2029. Global data shows that growth is largely driven by premium brands, which are growing faster than the rest of the category in Europe and the US.
Sadlier continued, “Irish Cream Liqueurs are having their day and Coole Swan is here to disrupt as the next generation cream liqueur. Blended with care, Coole Swan has fresher ingredients, a smoother finish and a cleaner taste and has won multiple, prestigious awards globally, to prove it.
"It’s hard to believe that a brand created in a shed in County Meath has gone on to create such disruption in the market. We don’t have big budgets behind us, simply loyal, satisfied customers who keep coming back.”
As well as maximising strategic price promotions throughout the year, Coole Swan also expects to secure brand growth through new retail and wholesale listings, working with its UK distributor. The brand is also investing in digital marketing to further tap into this younger, engaged audience.
