Cream Heroes enters GTR
Tequila-based liqueur brand Cream Heroes has partnered with JP-Global Travel Retail (GTR) to launch in the duty free market.
From the beginning, Cream Heroes has focused its strategy primarily on the on-trade and off-trade channels, and now it has decided to venture into travel retail.
Under the new partnership, the brand has already established successful activations on several accounts, such as Nordic ferries and border shops across Europe and Latin America.
This year, the Tequila cream liqueur will participate for the first time in the Tax Free World Association’s (TFWA) World Exhibition & Conference in Cannes from 29 September to 3 October.
Cream Heroes will be available at JP-GTR’s stand alongside brands like Brockmans Gin, Mijenta Tequila, Bistro Vodka, and Irish whiskey McConnell’s.
The latest partnership is part of Cream Heroes’ continuing international expansion. The Finest Group-owned brand is available in 35 markets worldwide, including Ibiza, Portugal and France.
The cream liqueur is made with Tequila and harvested natural ingredients from the Mediterranean and tropical regions.
The Mexican wrestler-inspired range includes five expressions: strawberry-flavoured Capitán Fresón, Mariachi ‘El Mango’, Lupita Pasión, watermelon-flavoured Pancho Sandía, and Lily Cafetón.
Cream Heroes said it had reinforced its position as the fastest-growing Tequila cream liqueur brand in 2023, surpassing one million bottles sold.
Earlier this year, the brand reviewed its partnership with non-profit Sacred to help agave-producing communities.
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