Coole Swan sales boosted by younger drinkers
Data from Irish cream liqueur brand Coole Swan has found younger drinkers are driving the emergence of the premium cream liqueur category in the UK.
The brand saw its sales grow by 67% in the UK in 2024, which it says was boosted by its core consumer demographic of 20- to 40-year-olds.
Furthermore, the data shows that Coole Swan consumers spend 84% more in store than the category average, and 70% of its consumers come from outside the category, preserving the growth of the popular value end of the cream liqueur segment.
Now, Coole Swan says it is set to top last year’s sales figures thanks to premium market growth, coupled with strategic campaigns designed to drive trial and education.
Mary Sadlier, Coole Swan CEO, commented: “Consumers are willing to pay more for premium alcohol, especially the younger consumer. It’s well documented that post-millennials are drinking less, but when they are drinking, they’re opting for a better-quality liquid, with the finest ingredients and no additives. They might be buying less volume, but they’re spending more on quality, enjoying it for longer and really appreciating the liquid.
“For the trade, these new consumer habits mean better margins and repeat custom from proven higher spending consumers. It’s a real growth opportunity that doesn’t cannibalise the value end of the market, given that nearly three-quarters of our consumers are discovering the brand from outside the category.”
Coole Swan’s growth prediction follows worldwide trends, which see the global cream liqueur market value projected to reach US$4.6 billion by 2029, registering a compound annual growth rate (CAGR) of 10.5% from 2023 to 2029.
Global data shows that the category’s growth is largely driven by premium brands, which are growing faster than the rest of the category in Europe and the US.
Sadlier continued: “Irish cream liqueurs are having their day and Coole Swan is here to disrupt as the next generation cream liqueur.
“Blended with care, Coole Swan has fresher ingredients, a smoother finish and a cleaner taste and has won multiple, prestigious awards globally, to prove it. It’s hard to believe that a brand created in a shed in County Meath has gone on to create such disruption in the market. We don’t have big budgets behind us, simply loyal, satisfied customers who keep coming back.”
As well as maximising strategic price promotions throughout the year, Coole Swan also expects to secure brand growth through new retail and wholesale listings, working with its UK distributor Proof Drinks. The brand is also investing in digital marketing to further tap into this younger, engaged audience.
Coole Swan can be found in Tesco, John Lewis, and Amazon in the UK.
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