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SB meets… Marco Oomen, Creamy Creation

The chief commercial officer (CCO) of Creamy Creation is spearheading the B2B cream liqueur maker’s growth strategy – and Asia is showing huge promise.

Marco Oomen is chief commercial officer at Creamy Creation

How would you describe Creamy Creation’s commercial strategy?

It is focused on differentiating ourselves with our best-in-class product quality, and customer-intimacy model. We walk the extra mile to help our customers from the ideation process all the way through production of the end product. We can assist with market insights and trends, and advise on the best product for our customers and their portfolio. Once the product is perfected in our lab, we produce the highest-quality cream liqueurs and Ready-to-Drink (RTDs) formats at one of our facilities, either in the Netherlands or the US.

Which liqueur concept is most in demand?

Traditional cream liqueurs are still the bulk of demand but we are seeing increased interest in all of our alternative options such as vegan and oats, as well as Ready-to-Serve and RTD formats. Also, various regional spirits, such as Tequila, mezcal, Cognac, soju and baijiu are becoming popular around the globe. We see more companies looking for locally inspired cream liqueurs targeting a specific region and/or consumer group with regional flavours, colours and concepts. This is even more prevalent in Asia and Africa.

How does demand differ from market to market?

In Asia trending colours and flavours are in demand, such as Yuzu, Ube and Peach. In Africa, the Marula fruit is the dominant flavour for cream liqueur products. Traditional flavours like coffee, chocolate, and strawberry are a hit in any market.

Why did the company move into baijiu-based products?

We are seeing the increased influence of Asian flavours and spirits in the US and Europe, so it made perfect sense to pair them with cream products. With our growth ambitions in Asia, and particularly in the China market, we wanted to inspire the baijiu industry with a new innovative product to target younger adults, who are less interested in the high alcohol-type of baijiu. So we developed a range of inspirational and out-of-the-box baijiu-based cream liqueur solutions with typical Chinese flavours and colours. We are proud that one of our innovation concepts was awarded with a Master medal at The Asian Spirits Masters Competition.

What makes you proud to work for Creamy Creation?

Creamy Creation is the global market leader working with major brands across the globe. But it is still a mid-sized company that is very agile, focused and customer-oriented, with a great “can-do” mentality and culture. Our innovations are world-class, and it makes me proud to walk in liquor stores around the world and see many of the products that we have developed and produced in collaboration with our customers.

Can you tell us about any new products planned for 2023?

We have developed a Vegan Coconut cream that is made with real cream of coconut. This versatile B2B product line is vegan, mixable, and can be used with both brown and fruit flavours. We are always working on exciting innovations as a company to inspire the emulsified alcoholic beverage industry.

What do you hope the company will achieve by the end of the year?

By year end some of the new customer products and innovations in our pipeline will be launched, and I am looking forward to seeing them on the shelves. But most important to me is that the company continues to grow and we achieve our targets and goals as one dedicated team.

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