Lustre liqueur targets shot drinkers

Global Brands has released Lustre, a plant-based cream liqueur range that aims to tap into the demand for lower-ABV shots.

The ‘luxury’ Lustre range is named after the Latin word ‘lux’ meaning ‘light’. The collection consists of three 15% ABV flavours: Pineapple, Strawberry and Caffe Latte.

Made with rum, the Pineapple cream has notes of pineapple and coconut.

The strawberry offering uses Tequila as its base, while the vodka-based Caffe Latte cream provides coffee notes swathed in cream.

The base of the product is made from a blend of soya protein and coconut oil, which produces three times less CO2 emissions and 95% less water per litre than dairy-based liquids.

According to Global Brands, the cream liqueur category is currently growing at 36% year on year.

Charlie Leaver, head of brand, said: “Post-pandemic, we have seen consumer demand for lower-ABV shots shoot up as an affordable and fun way to celebrate with friends.

“Lustre provides an opportunity for consumers to share a little luxury with their friends in the form of a delicious creamy shot, that being plant based is truly inclusive. We’re excited for Lustre to add its sheen to nights out in the UK.”

A study carried out by the company revealed that three quarters of consumers prefer easy-drinking shots with less alcohol warmth, and subsequently opt for lighter cream liqueurs over spirits.

A further 71% of consumers are looking for more sustainable options on a daily basis, the survey found.

The liqueurs are available through wholesalers including HB Clark, Matthew Clark, and Heineken UK, and across the on-trade in Star Pubs and Bars, and Rekom.

Lustre can also be purchased from online retailer Good Time In for £16.50 (US$19) per 700ml bottle.

In other Global Brands news, the company’s mixer brand Franklin & Sons teamed up with Patrón to provide more than 700 free cocktail kits this summer.