Starbucks(TM) Coffee Liqueur
This announcement follows the successful February 2005 launch of Starbucks(TM) Coffee Liqueur, which Nielsen numbers confirm is the No
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. 1 selling new spirits product year-to-date through August in overall dollar sales. Nielsen also verified that Starbucks(TM) Coffee Liqueur ranks number three in the superpremium cordials category, with a current market share of 11 percent. “We are very pleased with the success of our first entry into the spirits category,” said Gerry Lopez, president, Starbucks Global Consumer Products. “Creating a cream liqueur is a natural extension for the brand and is consistent with our long-term strategy of surprising and delighting our customers by extending the Starbucks Experience outside of our retail stores.”
With 22 million cordial consumers in the U.S. market, the cream liqueur category is nearly three times the size of the coffee liqueur category. According to Thomas J . Flocco, president and CEO of Jim Beam Brands Worldwide, the size of the market presents compelling potential for the new Starbucks(TM) Cream Liqueur, which bodes well for its performance. “The current cream liqueur category is not only sizable, it also has a small number of major players, and we are well-positioned to leverage that from two vantage points,” said Flocco. “First, the holiday season represents an important time of year for spirits, not to mention the ideal season for introducing a new cream liqueur to market. Second, building on the success of Starbucks(TM) Coffee Liqueur, we”re confident about this product”s ability to meet consumer preferences on taste.” According to industry experts, Starbucks(TM) Cream Liqueur will bring new life to the current cream liqueur category, currently dominated by Irish- inspired spirits.
Source: PR newswire
