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Bord Bia Launches Irish Cream Liqueur Promotion In US

Bord Bia has launched a dedicated month-long campaign in the US to support the Irish cream liqueur export category.

This is the first major campaign for Irish Cream Liqueur since it gained Geographical Indicator (G.I) status in March 2019.

The group that promotes sales of Irish food and horticulture both at home and abroad said that the promotion, in line with St Patrick’s Day celebrations, will take place in 75 outlets of Total Wine liqueur retailers from New Jersey to Texas.

Total Wine is one of the United States’ largest liquor retailers with 206 stores across 25 states, carrying one of largest selections of Irish products in the US.

The promotion activity will include in-store tastings of the product in an effort to uplift sales.

“Bord Bia is undertaking this activity to support the Irish Cream Liqueur category in the US, especially important at a time when our producers are dealing with the imposition of punitive tariffs," said Henry Horkan, Bord Bia Manager for North America.

"US consumers appreciate the quality and taste of Irish Cream Liqueur and we want to ensure the loyalty and position it holds is protected and strengthened during this difficult time."

Strong Sales

Exports of Irish alcohol to the US have been strong in recent years – in 2019 exports of Irish alcohol was valued at €676 million, up 12% on 2018 figures.

Of this, Irish Cream Liqueur was valued at €173 million, the group said.

“The single most important current trend in the global spirits industry today is premiumisation," Horkan added.

"The Cream Liqueur GI also supports the Irish whiskey category by emphasizing its provenance and provides an opportunity to showcase the superior quality of Irish milk and cream products.”

© 2020 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click sign-up to subscribe to Checkout.

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