Fl
ow ow
GOING
WITH THE
The defi nition may be fl uid, but the cordials and
liqueurs category is showing solid growth.
BY THOMAS HENRY STRENK
T
he cordials category has tremendous diversity and
tends to be a catch-all for anything that isn't a stan-
dard base spirit," says Cherie Koster, senior brand
manager for St-Germain liqueur.
Indeed, the fl uid, anomalous and wide-ranging character
of the cordial and liqueur category is both a strength and a
challenge. Among the varied products are liqueurs fl avored
with fruit, nuts, roots, fl owers, spices and veggies; herbal
concoctions; cream cordials; fl avored whiskeys (which have
taken a life of their own); amari; aperitifs and many one-offs.
This diversity means that a variety of consumer trends
are driving interest and sales, including a thirst for the new
and novel, lower-ABV drinks, fl avor fashions and, of course,
the cocktail movement. The category is churning with
plenty of acquisitions, new products, line extensions and
startups coming into the fold.
www.beveragedynamics.com
July/August 2017 • Beverage Dynamics 37
Over the last few
years, consumers
have been craving
bitter fl avors.
Fl
a