Show and tell?

Products that are made from other base ingredients are also changing the face of the category and potentially working the health-conscious angle.

Earlier this year Spanish wine and spirits producer Diego Zamora Group announced the launch of Licor 43 Orochata, a vegetable-based liqueur that competes in the category but contains no cream. Said to be based on a traditional recipe from Valencia, Orochata is made with tiger nuts and infused with Licor 43. Zamora International MD Thomas Clamens said upon release: “This is the first innovation in Licor 43’s history. By innovating we see the cream liqueur category benefiting from premiumisation, shaking up the category and building value. With Licor 43 Orochata we are bringing excitement into the spirits category and offering consumers a creamy liqueur with a difference.”

But does the introduction of non cream-based cream liqueurs put other producers’ noses out of joint? Kerrygold’s Murphy says not. “It’s absolutely a good thing. It gives greater depth of offering to a category that hasn’t had much to talk about in the past. Anything that sparks people’s imagination to think about cream liqueur in a different way is positive. Not only that, it gives existing consumers more choice and has the potential to bring new people into the category.”

Murphy adds: “Premiumisation is the biggest challenge for cream liqueurs. Unlike in most other spirits categories, no one has managed to sustainably build a brand at significant premium to the category leader.”

Distell’s Araujo concurs and thinks the future of the sector depends on it. “The category will continue to perform well, though I do think the type of innovation delivered by cream liqueurs will change course, “ he says. “The flavour card has been played and consumers will likely look for greater levels of authenticity from brands. It’s likely we will see far more experimentation as a result, which bodes well for brands such as Amarula, which has a somewhat exotic African provenance which is an integral part of the brand story.”


As for the nutritional information, Barry Badenhorst, KWV brand manager for RTDs & liqueurs, says he doesn’t foresee any immediate impact on his brand, Wild Africa Cream.

“We always strive to be ahead of trends and ensure our labels meet with all legislative requirements. Wild Africa Cream is made from, among other things, fresh cream and we take the utmost care to try to source the best quality ingredients.

“In search of the ‘new kale’ I’m sure we could see many companies – food and beverage alike – pursuing flavour enhancements such as moringa, or various natural and earthy flavours to entice this health-conscious consumer. Cream liqueurs have customarily been positioned as a little indulgent and if consumed in moderation offer exactly that.”

Araujo agrees: “I believe all industries, including liquor, will ultimately go this way.”

So, will nutritional information grace cream liqueur bottles? The general feeling among producers seems to be that it will happen in time, but cream liqueurs, by their very name and nature, are perceived as the ultimate indulgence and that should continue – in moderation, of course.