Beverage Dynamics

Beverage Dynamics-July/August 2017

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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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

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