Borghetti on staying ahead of the coffee liqueur curve
Chris Watt, CEO of Branca USA, tells us how Caffé Borghetti can be the ‘standout’ coffee liqueur for making an Espresso Martini.
With the Espresso Martini hitting all the right notes with drinkers in the US, its popularity has benefitted the coffee liqueur segment, with the sector now said to be worth in excess of US$293 million due to the cocktail’s success.
However, the number of coffee liqueurs now in the market vying to be seen as the Espresso Martini’s star ingredient, particularly in the on-trade, makes it tricky to stand out.
Speaking to The Spirits Business, Branca USA’s CEO jokes that the company’s Italian coffee liqueur, Caffé Borghetti, which was created by Ugo Borghetti and uses a recipe dating back to 1860, “anticipated the 2025 Espresso Martini trend over 100 years ago”.
However, Watt believes there’s one key point of difference that allows Caffé Borghetti to stand out from other players in the market – that it’s made in Italy with ‘real’ espresso.
He explains: “From [Branca’s] standpoint, we have a really interesting proposition with Caffé Borghetti on the basis that it’s made in Italy with real espresso, and the quality of the coffee liqueur, which has been around since 1860, is phenomenal.
“The big difference for us, in comparison to a lot of other coffee liqueurs, is that they still require folks to use coffee in the Espresso Martini recipe, while Caffé Borghetti does not because it has been made from Italian espresso, and therefore has a really impactful coffee flavour.”
The Italian heritage component is another plus for the brand’s credentials. Watt says that “whether it’s coffee or cars or fashion, made in Italy means something to consumers.
“Doesn’t matter if you’re in London, New York or Los Angeles, ‘made in Italy’ means quality and it means luxury. And I think from that standpoint, that’s what we represent. We are a real Italian espresso liqueur with a fantastic history. The key thing with spirits brands is that you drink them, and it’s got to taste fantastic. That is where we feel Caffé Borghetti really stands out versus the competition when it comes to making an Espresso Martini.”
However, Watt is aware that there is an element of saturation within the category, due to the resurgence of the Espresso Martini.
He notes that as cocktail trends become popular, more players enter the market, and in this case, more coffee liqueurs have come to the fore. But, he adds: “I think that in a few years, you’ll see some new brands stick and a lot of other brands probably fall by the wayside. And that’s naturally what happens in the spirits market.”
Becoming the ‘gold standard’
Caffé Borghetti is now Branca’s fastest-growing brand, Watt says, and it’s also the fastest-growing coffee liqueur in the US market as measured by Nielsen data.
Watt believes this is driven by “the fact that if you go on social media, whether it’s TikTok or Instagram, Espresso Martini content is big and consumers want to know how to make the drink at home. And after Covid, they have tried to figure out how to make it in a simple way, with premium ingredients”.
An Espresso Martini is typically made with freshly-brewed espresso, coffee liqueur, sugar syrup and vodka. However, the use of Caffé Borghetti already means the first ingredient – freshly-brewed espresso – isn’t needed, which is the ‘most fidgety’ part when putting the cocktail together.
This is where Caffé Borghetti really shines, Watt explains: “I feel confident in saying that with people who try Caffé Borghetti – whether on-trade or bringing it back home from the retail store – it’s a repeat purchase because the liquid is good enough to make impressive Espresso Martinis for your dinner party or for your friends every single time.
“I think the biggest opportunity that Caffé Borghetti provides is its ease of use, and the fact you don’t need to use coffee in that cocktail, because it’s already contained within the liqueur, and that is what we focus on.
“That’s been one of the reasons why the brand’s been so successful in the on-trade channel, because it’s created a solution for bartenders. A lot of bartenders don’t have espresso machines, or they don’t want to take the time, effort and cost to make espresso when the bar is busy. Caffé Borghetti cuts all that and delivers the perfect Espresso Martini in 30 seconds.”
For this reason, Caffé Borghetti is used in Espresso Martinis in national US chains such as The Cheesecake Factory, as well as in acclaimed cocktail bars and five-star hotels.
“You’ll find more Caffé Borghetti just on the basis that it’s becoming the gold-standard of how to deliver the perfect Espresso Martini in volume,” he adds.
Evolution of the Espresso Martini
The Espresso Martini’s evolution beyond its original vodka form also opens up opportunity for liqueur brands such as Caffé Borghetti, with rum, Tequila and other spirits being trialled with success as the cocktail’s base.
Watt says that while the Espresso Martini existed before, it has returned with a lot more creativity. “This gives Tequila drinkers a path to the Espresso Martini, and then Caffé Borghetti, creating this transition,” he shares.
This progression also extends to coffee cocktails outside of the Espresso Martini, which are gaining traction with consumers, such as the Carajillo.
Looking at wider coffee culture, Watt says: “You can see with the evolution of coffee bars and espresso shops all the world that people are going to expand beyond just the Espresso Martini.
“The cocktail is here to stay, but I think that there’ll be other opportunities where you’ll see more coffee-flavoured or coffee-centric cocktails on the menu that are not just the Espresso Martini. That’s quite exciting.”
Espresso Martinis are also cropping up in ready-to-drink (RTD) formats, in line with consumption habits that trend towards convenience. However, Branca is yet to move into that sector with Caffé Borghetti, and is unlikely to in foreseeable future, Watt explains: “From our standpoint, we haven’t explored that because we believe that an Espresso Martini really has to be shaken over ice.
“The best way to do that is to take a one-and-a-half ounce of Caffé Borghetti, a one-and-a-half ounce of your favourite vodka (or your favourite Tequila), shake it over ice, and that delivers the perfect Espresso Martini in 30 seconds. That’s the road that we’ve traveled on thus far.
“There’s great RTD solutions out there, but I think for folks looking to make it for a party, or in the on-trade, you’ve got to use the proper stuff. That’s where we’ve been having our success.”
Related news
'World's first’ PX-finished coffee liqueur launches
