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% growth in the UK in 2024.*
A premium liquid made with single malt Irish whiskey, real Belgian white chocolate and fresh Irish dairy cream, Coole Swan is set to top 2024’s growth this year, thanks to this premium market growth, coupled with strategic campaigns designed to drive trial and education.
Coole Swan CEO, Mary Sadlier, believes this growth to be an untapped opportunity for the trade.
Data shows that Coole Swan consumers spend 84% more instore than the category average and 70% 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. ”
Coole Swan’s growth prediction follows worldwide trends, which see the global cream liqueur market valued at $2.3 billion in 2019 and projected to reach $4.6 billion by 2029, registering a CAGR of 10.5% 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.
Mary 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.”
Leading American spirits expert, F Paul Pacult, said of Coole Swan: “Over the past 35 years I have evaluated over 30,000 spirits of all categories, including 1,200+ liqueurs, through my newsletter, monthly columns, various competitions, and Ultimate Spirits Challenge. There is no doubt in my experience that Coole Swan is without peer in the global cream liqueur category. Five Stars.”
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.
Coole Swan can be found in Tesco, John Lewis and Amazon in the UK.
